A tagline, slogan or brand is a phrase that sends a message, captures your target customer’s interest, and is etched in their memories long after they met you and viewed your art. According to Entrepreneur.com, aimparts positive feelings to the customer.
Most artists describe themselves as a “Contemporary Oil Painter”, or identify their work as something like “Mixed Media Assemblages”. There’s nothing wrong with those words; however, they are as very general and ordinary. They don’t help the artist stand out from all other artists as the unique creative individuals they are.
Creating Your Unique Description
Your tagline usually follows your name on your website and on your business cards. Choose a title that is authentic, short and descriptive. Your tagline deserves the same amount of attention as you give to choosing the titles of individual works of art, a series, and the titles of your one-person exhibitions. It is also a tool that accompanies your artist’s statement.
Choose a tagline that resonates with you and your passion for creating the work you do. Express your identity with a sense of confidence and commitment.
This article includes excerpts from my newly revised e-Book “How To Write Your Artist’s Statement”. Here are examples of artists who have chosen accurate and memorable taglines for their art.
Philip Noyed “Geometric Illuminations”
As soon as you land on Philip Noyed’s website you see the image above. He places the words “Geometric Illuminations” inscribed across a bold image. Below this you find a longer description: “Philip Noyed Creates 2-D and 3-D Luminescent Art that Activates Your Space with Color and Light”.
He sets the mood for what you can expect from his art. He then explains, “I utilize digital design and contemporary printing technology to create color and light art using images mounted on acrylic, fused on glass, or acrylic tubes to create LED light installations.”
His approach provides a dramatic and easy to follow experience for the visitor.
Darlene Kaplan “Soft Brush Studio”
Darlene Kaplan’s tagline “Soft Brush Studio” describes her perfectly. She is a leading Chinese Brush painter and instructor and CEO Soft Brush Studio, living and working in Alexandria, Virginia. She is recognized as a leading specialist in Oriental Brush Painting in the Lingnan style. When you visit her website you see her name and “Soft Brush Studio” immediately below it. It has become synonymous with her identity. She uses handmade brushes with natural animal hair and explains, “A top quality handmade Chinese or Japanese brush will have the greatest impact on the success of an artist.”
Frantisek Strouhal “Art That Speaks To Your Heart & Soul”
At once, when you view Frantisek Strouhal’s art, and read the words “Art That Speaks to Your Heart & Soul” you know immediately his art comes a deep spiritual connection. You expect a visual journey where you will connect to a different level of consciousness.
With a consistent message, you then discover his series “Art Embracing Awareness”. The artist explains, “My imagery is meant to serve as an oasis of tranquility, permanence and strength and to capture and highlight what is fundamental to our being and society”.
Michelle Endersby “Awakening Around Roses”
Although Michelle Endersby uses the tagline “Celebrating The Beauty of Nature” it is her title of one of her series that really stands out. Devoted to the subject of roses, “Awakening Around Roses” describes Michelle Endersby’s inspiration and also suggests there is a story behind it.
Are you curious about her title? Michelle started creating her rose paintings after she awakened from a coma. She has even created a book to accompany her paintings that reinforces her brand and identity.
Teri Leigh Teed “Healing Spirit Art”
Teri Leigh Teed, http://terileighteed.com, uses the tagline “Healing Spirit Art” to describe her unique creative expression. She explains, “Photographic art, combined with my personal stories, poetry and songs, is part of my vision of creating, with other-like minded artisans and craftspeople, a community of self expression, beauty, and healing through art.” The title and description both strengthen her brand and help her stand out from other artists.
I hope this article gets you thinking about your own tagline and identity! Do you have one? Share it in a comment below.