Brand Tone

Authoritative, academic, and sophisticated. The language is formal, precise, and confident, rooted in art history and critical discourse. It projects an unwavering belief in the historical importance and artistic quality of the work, avoiding casual slang, hyperbole, or overt sales pressure.

Brand Values

• •Artistic Integrity
• •Historical Significance
• •Curatorial Excellence
• •Exclusivity and Quality

Best Practices

• •Maintain a Formal, Authoritative Voice: Always use precise, professional language. Avoid casual contractions (use "is not" instead of "isn't"), exclamation points, and overly informal phrasing. The tone should be that of a museum or academic institution.
• •Lead with the Artist and Artwork: The focus should always be on the art and the creator. The copy should serve to illuminate the work, not to create a separate "brand personality." Use the artists' and artworks' names in headlines and opening sentences.
• •Provide Context and Significance: Do not assume your entire audience is familiar with every artist. Briefly situate the artist within their historical context or explain the significance of the body of work being presented. This reinforces the brand's educational and authoritative values.
• •Use High-Quality Visuals: The copy is secondary to the visual experience. Ensure that any text is paired with professional, high-resolution images of the artwork, publication, or installation. The text should complement the image, not distract from it.
• •Be Factual and Direct: State information clearly, whether it's exhibition dates, publication details, or artist information. The brand's confidence comes from the quality of its offerings, not from persuasive or "salesy" language. All sales are final, reinforcing a tone of finality and confidence.

Social Perception

Perceived as a 'blue-chip' institution, one of the most influential and respected galleries globally. It is seen as a serious, powerful, and defining force in the post-war and contemporary art market. While a bastion of quality for insiders, its academic nature and high value art may appear somewhat intimidating or unapproachable to the general public, commanding respect through cultural authority rather than mass-market appeal.

Copy Examples

• •Michael Werner Editions is pleased to announce Peter Saul: Special Edition Monograph. This new volume, produced in collaboration with Rizzoli, features an original etching by the artist. Available now through the link in our bio. #PeterSaul #MichaelWernerEditions #ArtBook
• •Now Open: Markus Lüpertz - Pierre Puvis de Chavannes at Michael Werner, Beverly Hills
• •Everyone is an Artist: An exhibition of major works by Joseph Beuys, Marcel Broodthaers, and James Lee Byars. On view at Michael Werner, London.
• •A pioneer of German post-war art, A.R. Penck created a unique visual language of 'standart' symbols to explore societal structures. The gallery has championed his work since the 1970s, recognizing his profound impact on contemporary painting. #ARPenck #MichaelWernerGallery
• •This limited edition screenprint by Hurvin Anderson accompanies his new monograph. Known for his vibrant paintings that draw on personal history and the intertwined narratives of Caribbean and British culture, Anderson's work explores memory, place, and identity.