Brand Tone

Intellectually Engaging & Thought-Provoking, Accessible & Inclusive, Progressive & Experimental, Socially Conscious & Responsible

Brand Values

• •Art as a Catalyst for Discourse
• •Supporting Artists & Art Production
• •Audience Engagement & Inclusivity
• •Social Responsibility
• •Critical Reflection & Openness
• •Sustainability
• •Experimentation & Innovation

Best Practices

• •Prioritize Intellectual Curiosity: Frame content around questions, ideas, and the "why" behind the art. Use language that invites thought and dialogue rather than just passive observation.
• •Emphasize Accessibility & Welcome: Consistently highlight free admission and programs for diverse audiences. Use clear, direct language, avoiding overly niche jargon where possible, especially in broader communications. Provide context for complex artworks or themes.
• •Showcase the "Contemporary": Stress the newness, relevance, and experimental nature of the art and the museum's approach. Highlight collaborations with living artists and the production of new works.
• •Connect to Broader Social Themes: When relevant, link exhibitions and artworks to current societal discussions, reflecting the museum's mission to address pressing issues.
• •Maintain a Balance of German and English: Continue the practice of bilingual communication across platforms to cater to local and international audiences, reinforcing inclusivity.

Social Perception

Respected Cultural Institution, Challenging & Avant-Garde, Generous & Public-Oriented, Connected to Migros, Dynamic & Evolving

Copy Examples

• •Headline: Beyond the Canvas: Where Art Asks the Big Questions. Body: At the Migros Museum für Gegenwartskunst, contemporary art is a conversation. Explore challenging new works that reflect our world. Admission is always free. #MigrosMuseum #ContemporaryArt #SocialDiscourse
• •Headline: What Moves Us Now? Artists Respond. Body: Discover bold new perspectives from international contemporary artists. We're a space for production, reflection, and lively discussion. Join us and see the world differently. #Gegenwartskunst #ArtZurich #FreeMuseum
• •Headline: Art for All. Ideas for Everyone. Body: Delve into the pressing issues of our time through the eyes of today's most innovative artists. The Migros Museum für Gegenwartskunst offers a dynamic and accessible art experience. Always free. #MigrosKulturprozent #AccessibleArt #ZurichCulture
• •Headline: More Than a Museum: A Laboratory for Ideas. Body: We support artists in creating groundbreaking work and invite you to engage with art that challenges and inspires. Explore our latest exhibition and join the dialogue. #ArtProduction #ExperimentalArt #MigrosMuseum
• •Headline: Your Space for Contemporary Art. And It's Free. Body: From thought-provoking installations to engaging public programs, the Migros Museum für Gegenwartskunst connects you with the art of now. Plan your visit – discovery awaits. #ContemporaryArtZurich #FreeAdmission #ArtLovers