The Art Fund's Logo

The Fitzwilliam Museum lost a grant because they refused to display the logo of The Art Fund next to an art work.

In this article, the director of the museum is quoted as saying, "Logos are the currency of marketing and commerce and this introduces a promotional element into the galleries that we regard as an unnecessary and unacceptable distraction - no matter how worthy the object of promotion."

A spokesperson from The Art Fund said, "To raise money we have to raise our profile. If people see our logo next to a painting they see what their money buys."

I think it is a huge mistake of The Art Fund to think that their logo will raise their profile. It seems to me that they don't understand their audience. In addition, this is very short-sided and it makes The Art Fund look unsophisticated in their marketing.

There are so many more effective ways that The Art Fund could raise their profile. Good for the museum for refusing to display the logo next to the art.