The Philadelphia Museum of Art has rebranded and become the Philadelphia Art Museum. Its new identity aims to reflect the city's "vibrant culture".
The rebrand includes a new name, a new logo featuring an updated griffin, new merchandise, a website overhaul, an original typeface, and a new visual identity.
“The Philadelphia Art Museum has long been the cultural heart of the city, and it’s our duty to maintain that role,” said Sasha Suda, the museum's director and CEO.
“Our focus and vision are unabashedly Philadelphian; we’re opening our doors to become more collaborative and future-focused for all.”
The Philadelphia Art Museum's rebrand was developed with Gretel, a branding, strategy and design studio.
“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.
New visual identity for US museum
“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.
"This new identity reflects the future of the institution: more engaging, more dynamic, and more inviting to new audiences.”
Following the Philadelphia Art Museum's rebrand, guests can expect more hands-on learning about the arts, additional collaborations with creative partners, and a dynamic transformation of the campus, the institution said.
In more news from US art museums, the Frick Collection in New York has appointed Aimee Ng as its new chief curator, and MoMA has partnered with Mattel on a new retail collection.
Images courtesy of the Philadelphia Art Museum / Rob Cusick
