Brand Tone

Scholarly, Prestigious, and Minimalist.

Brand Values

• •Artistic Legacy and Scholarship
• •Exclusivity and Quality
• •Authority and Curation
• •Global Art Connection

Best Practices

• •Maintain a Formal, Academic Tone: Always use precise, professional language. Avoid slang, excessive adjectives, and overly enthusiastic marketing phrases. The tone should be that of a museum or academic institution, not a retail brand.
• •Lead with the Artist: The artist's name and legacy are the primary value proposition. Every piece of copy should center the artist first and foremost before discussing the product.
• •Emphasize Scarcity and Detail: Clearly state the edition size, materials (e.g., 'hardground etching,' 'clamshell case'), and unique features (e.g., 'signed and numbered'). These details justify the product's value and appeal to a collector's mindset.
• •Reference the Context: Connect publications directly to their corresponding exhibitions ('Published on the occasion of...'). This reinforces the brand's role as a scholarly archivist of significant art events.
• •Keep it Clean and Minimal: Mirror the brand's visual identity in the copy. Be direct and concise. Use ample white space in web and email layouts. The copy should feel as curated and uncluttered as the gallery space itself.

Social Perception

Michael Werner Editions is perceived as an elite and authoritative source for art publications and prints. It is not a casual brand for the general public but rather a trusted name among serious collectors, academics, curators, and art enthusiasts. The association with the highly respected Michael Werner Gallery lends it immense credibility. The public perception is one of prestige, high value, and historical importance. The brand is seen as a gatekeeper of art historical record, documenting and distributing the work of canonical artists.

Copy Examples

• •Presenting Peter Saul: Special Edition Monograph. Limited to 100 copies, this volume is presented in a clamshell case and includes an original hardground etching by the artist. A definitive exploration of Saul's vital contributions to painting. Available now through Michael Werner Editions.
• •A New Edition by Hurvin Anderson. Michael Werner Editions is pleased to announce the release of 'Grace,' a new screenprint by Hurvin Anderson. Produced in an edition of 150, each work is signed and numbered by the artist. A rare opportunity for collectors.
• •Dear Art Patron, We are honored to announce two new publications celebrating the work of Jörg Immendorff. Published on the occasion of his recent retrospectives, these catalogues feature extensive color plates and newly commissioned essays by leading art historians. Explore these essential scholarly resources on our website.
• •Explore the exhibition 'Invisible Questions That Fill The Air' beyond the gallery walls. The official catalogue features texts by Rudi Fuchs and an in-depth look at the dialogue between the works of James Lee Byars and Seung-taek Lee. A vital document for understanding this landmark exhibition. Available through the link in our bio.
• •Published on the occasion of the exhibition at Michael Werner Gallery, New York, and Galerie Michael Werner, Cologne. This hardcover catalogue provides a comprehensive look at Baselitz's pivotal 'Fracture' series. Features 72 pages with 11 color illustrations and critical texts in English and German. A key reference for any modern art library.