Branding the Experience of Art

In My Country is Not a Brand by William Drenttel (originally published on www.designobserver.com on November 25, 2004), the topic of branding is criticized. Creating an effective brand identity for a company contributes to the success of its business. Typically, branding is the collaborative job of graphic designers, marketers, and managers.

As a graphic design major, I found Drenttel's reference of another article, by Nick Bell, particularly interesting:

Nick Bell's discussion on "The Steamroller of Branding" in Eye is a thoughtful critique which examines the process of creating identities for art museums and performing arts centers. Bell notes in particular the way branding has crept into the experience of the art — how it has actually invaded the space of the gallery and performance locale— rather than focusing solely on the commercial activities of these cultural institutions. I agree wholeheartedly with this assessment — yet I find this singular focus on the branding of art and performance institutions somewhat vexing, as it inherently leads back to an impenetrable dichotomy between art and commerce.

That "dichotomy between art and commerce" calls for a respect between the art and the institution.

--Emily A. Flores