Hewlett Packard - ARTtrust Offers Artists and Photographers Using HP Printers Artwork Authenticity Certification

HP today announced at Paris Photo 2009, the European launch of ARTtrust, a simple, self-certification system that allows photographers and artists to provide individual identity to any Digital Fine Art Collection Pigment Print (Pigment Print), produced on HP Designjet Z series printers using HP Vivera pigment inks with any compatible media.

A joint development between HP and Prooftag™, and endorsed by Wilhelm Imaging Research, ARTtrust is specifically designed to meet the need for artwork traceability and authenticity. With increased control and availability of information online, artists, photographers and end-customers can be assured of artwork provenance, protect investments and ensure future value.

ARTtrust users include creators (photographers, designers, digital or traditional artists), printmakers (artists who print themselves, pro photo labs, specialised fine art print makers print service providers), art retailers (galleries, auction houses) and owners (private collections and public institutions or museums).

The ARTtrust solution comprises a set of three labels and a website. Labels carry a unique Bubble Tag™ ⁽¹⁾, a reference number and datamatrix. Each label has a different function: the silver one goes on the back of artwork, the golden one on the certificate or accompanying document, the blue one for the artist to keep in his file or dossier. Any buyer can control authenticity of the artwork, on the website, by typing from his mobile the number of the silver or gold tag. He will then see a picture of the Bubble Tag™ and can compare visually. As the tags are tamper-proof, authenticity is assured.

Specifically designed for the art community, ARTtrust pigment prints are produced using HP Designjet Z series printers and HP Vivera pigment inks. With image permanence of more than 200 years⁽²⁾, pigment prints are not only assured of HP longevity, but used in combination with a range of HP photo, fine art and specialty papers, of also market leading image quality.

Thierry Dupasquier, business development manager, Imaging and Printing Group, HP, said, “HP Designjet Z series printers deliver gallery-quality, black-and-white and colour photographs, art enlargements, large-format designs and high-accuracy proofs that stand out and long lasting.”

The development of ARTtrust began more than two years ago, involving photographers and artists of the HP Experts and Mentors network. Once the availability and capability of the Prooftag technology was known, the solution was quickly established as the most suitable system to deliver the projects objectives.

“HP is committed to bringing solutions to the creative and design communities, that improve how artists produce and protect their work,” said Santi Morera, vice president and general manager, Large-Format Printing Solutions, Imaging and Printing Group, HP.  “We are working with artists to help them bring their work to life in vivid colour and rich detail, and deliver innovative solutions, like ARTtrust, which preserve artistic integrity and add value.”

With commercial availability expected in January 2010, Prooftag will be responsible for introducing ARTtrust to the worldwide art markets. HP will continue to support the solution and promote it to customers, whether they are print service providers or from the printers retail network.

“ARTtrust is the first fine art certification program that requires the use of permanence tested, high-stability pigment inks and media, and identifies and registers each individual print in a secure and easily traceable way,” said Henry Wilhelm, co-founder of research at Wilhelm Imaging Research, Inc. “The ARTtrust program sets a new standard for print quality, permanence, and integrity.”

Following its worldwide launch at PhotoPlus Expo 2009, ARTtrust has already received positive feedback from individual photographers, such as Joel Meyerowitz and international photo agencies including Magnum.

“With the transition from silver halide to digital, the creative community has seen important changes to printing technology in the past few years,” explains François Martin, marketing director, Graphic Solution Business, HP. “At HP, we strive to provide high quality products and services, to create a complete and secure digital production process. We believe that ARTtrust represents a significant step in achieving this aim.”

For additional information about ARTtrust, visit: www.ARTtrustonline.com.

⁽¹⁾ Bubble Tags™ are made with a transparent polymer containing random bubbles and issued to the artist as proof of membership of the scheme. Images of this Bubble Tag on labels identify the artist’s work.
⁽²⁾ Image permanence estimates by HP Image Permanence Lab based on testing on a range of HP photo, fine art and specialty papers. Confirmation tests in progress at Wilhelm Imaging Research Inc. Details are available at www.hp.com/go/supplies/printpermanence.

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