PHILADELPHIA, PA.- Today, the Philadelphia Museum of Art proudly reintroduces itself to the city, the nation, and the world as the Philadelphia Art Museum.

The museum has unveiled a new brand that places Philadelphia front and center, celebrating the city’s grit, creativity, and industrial heritage. Developed with Gretel, a nationally renowned branding, strategy, and design studio, the new identity reflects the museum’s transformation into a more engaging and expansive institution.

Every design choice deliberately embraces Philadelphia’s independent spirit—from custom typography that merges the museum’s institutional heritage with the city’s visual language to reviving the iconic griffin in the logo as protector of the arts. The new brand identity captures Philadelphia’s vibrant culture, reflecting how art influences everyday life and resonates across the city’s diverse communities. It embodies the mission to bring art into the everyday, making the museum accessible, relevant, and deeply connected to the people it serves.

“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.”

The Philadelphia Art Museum is a local, national, and international treasure that belongs to the city. The rebrand reinforces the museum’s commitment to engaging Philadelphia’s communities and visitors from around the world in dynamic conversations about art and life.

“This project is the result of more than a year of research, collaboration, creative development and iteration,” Ryan Moore, Executive Creative Director and Partner at Gretel, said. “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.”

Key elements of the Philadelphia Art Museum brand evolution include:

• A new name
• A new logo featuring a revived and redrawn Griffin
• New merchandise
• A website overhaul
• An original typeface
• A new visual identity, including wayfinding and signage, motion design, sub-branding, social media, exhibitions, events, and brand voice

Following the rebrand, visitors can expect more hands-on learning about the arts for all age groups; more collaborations with a variety of local, regional, and global creative partners; and a dynamic transformation of the campus for all Philadelphians.