Philadelphia Art Museum Reveals New Name Amid Rebranding Efforts

The Philadelphia Museum of Art has officially rebranded itself as the Philadelphia Art Museum. This announcement was made on Wednesday, Oct. 8.

The rebrand features a new visual identity, including updated typography and a redesigned website, all aiming to make the museum more inviting and relevant. Visitors to the museum were greeted by a new logo featuring a round badge on a black background. The words "Philadelphia Art Museum" surround the griffin, like the statues that have overlooked the building for nearly 100 years.

The museum's rebranding and expansion efforts aim to increase community involvement and tourism, especially with upcoming events tied to America's 250th birthday in 2026.

"It really starts to reflect now what the grand majority of people call this place," Sasha Suda, director and CEO of the Philadelphia Art Museum, shared with CBS News Philadelphia. 

Museum leaders emphasized that a refreshed visual identity won't be enough on its own to bring people through its doors. A broader strategy is underway to expand educational offerings, foster regional and global collaborations, and undertake campus-wide transformations to serve diverse communities better.

Audrey Hudson, the Kathleen C. Sherrerd deputy director for learning and engagement, told CBS News Philadelphia that one of the new initiatives coming to the museum as part of the rebranding is a DJ residency.

"We have three [DJs] per year, and they are integrating with the art," Hudson said. "They are interacting with the art. They are talking with curators; they are talking with programmers, conservators, and spinning through their love of art."

A sports exhibition is also planned for 2026. Additionally, the museum is forging a new partnership with the Strawberry Mansion-based Fletcher Street Urban Riding Club. The group offers kids life skills and discipline through horseback riding.

Ryan Moore, executive creative director and partner at Gretel, the design studio behind the rebrand, told PhillyVoice that the new look results from more than a year of research and a collaborative effort to make the museum more attractive to new audiences.