PHILADELPHIA (KYW Newsradio) — The Philadelphia Museum of Art has a new name, and you already know it.
The Philadelphia Museum of Art announced Wednesday that it is reintroducing itself as the Philadelphia Art Museum.
The museum said the rebrand “places Philadelphia front and center, celebrating the city’s grit, creativity, and industrial heritage.”
But it’s not just the name. The rebrand also includes new typography and a visual identity, a revived griffin logo, and an overhaul of its website.
“This project is the result of more than a year of research, collaboration, creative development and iteration,” said Ryan Moore, executive creative director and partner at Gretel, the branding, strategy, and design studio that led that museum rebrand.
“Our main objective was to ‘come down the steps’ by putting the museum in dialogue with its community, which is and always has been the city itself,” Moore continued. “This new identity reflects the future of the institution: more engaging, more dynamic, and more inviting to new audiences.”