The Philadelphia Museum of Art has officially adopted a new name that many visitors have been using informally for years. On Wednesday, October 8, the historic cultural institution "reintroduced itself" as the Philadelphia Art Museum, marking a significant milestone in the museum's evolution and community engagement efforts.
The name change may not surprise many longtime Philadelphia residents, as most locals have traditionally referred to the institution as the "Philadelphia Art Museum" or simply "the Art Museum" in casual conversation. This rebrand reflects the museum's desire to align its official identity with how the community naturally speaks about the beloved cultural landmark.
Alongside the new name, the museum has launched a comprehensive rebrand that includes a redesigned logo, updated signage throughout the facility, new merchandise, and a completely overhauled website. The rebranding initiative emphasizes the museum's commitment to making art more accessible, relevant, and deeply connected to Philadelphia residents and visitors alike.
The new logo, which is prominently displayed on the museum's east terrace, features a revived and redrawn griffin that pays homage to the institution's historic identity while presenting a fresh, modern appearance. This visual update represents both continuity with the museum's past and its forward-looking vision for the future.
"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, George D. Widener Director and CEO of the Philadelphia Art Museum. "Our focus and vision are unabashedly Philadelphian; we're opening our doors to become more collaborative and future-focused for all."
Following the rebrand, museum officials have announced that visitors can expect significant enhancements to their experience, including more hands-on learning opportunities designed for all age groups, increased collaborations with both regional and global creative partners, and a comprehensive transformation of the museum campus. These changes are designed to make the institution more engaging and welcoming to diverse audiences.
"This project is the result of more than a year of research, collaboration, creative development and iteration," explained Ryan Moore, Executive Creative Director and Partner at Gretel, the creative agency behind the 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. This new identity reflects the future of the institution: more engaging, more dynamic, and more inviting to new audiences."
The rebrand represents a strategic effort to strengthen the museum's connection with Philadelphia's diverse communities while maintaining its reputation as a world-class cultural institution. Visitors interested in exploring the museum's new identity and offerings can visit the newly redesigned website at visitpham.org for comprehensive information about exhibitions, programs, and visitor services.
