Revolutionary Since 1876
Photo by Rob Cusick.
For more than 18 months, the Philadelphia Museum of Art has undergone a massive rebranding to become the Philadelphia Art Museum. Through a collaboration with Gretel, a world-renowned branding, strategy, and design studio, the museum has reimagined its verbal and visual identity to reinforce its status as a Philadelphia institution that honors its heritage and forges a new path. The complete overhaul of the museum’s branding and name inspires visitors to engage with the arts and the city of Philadelphia.
Our Design
As a Philly institution embracing the city’s independent spirit, we’ve created a one-of-a-kind visual identity that could only fit here. It bridges inside and outside, reflecting how we bring art into the everyday and invites everyone to join the into the dynamic dialogues happening at the museum.
Our primary logo features the newly revived and modernized griffin—an iconic protector of the arts. The badge, inspired by the 1938 version and enriched with archival details, has been redrawn to mark this new moment.
Fairmount Serif, our new custom institutional typeface, merges an industrial structure honoring our origins as the Pennsylvania Museum & School of Industrial Arts and Philadelphia’s working-class heritage with refined serif details from the museum’s original badge and engraved walls—modernizing while honoring our legacy.
Photo by Rob Cusick.
Our Future
“With our exceptional programming and internationally renowned collection, this museum has long stood as one of the world’s most important cultural institutions. Our rebranding is a powerful opportunity to build on that legacy. This collaborative work with our partners has allowed us to shape a future where art is more accessible, inclusive, and transformative” - Sasha Suda, George D. Widener Director and CEO of the Philadelphia Art Museum.
"Every element of our new brand was thoughtfully crafted to reflect our heritage. Through careful exploration and refinement, we worked to reimagine iconic aspects of the museum’s history including the iconic Griffin logo.” - Paul Dien, the Philadelphia Art Museum’s Chief Marketing Officer.
Press Inquiries
For questions, media inquiries or access to our new logo files please contact our Press Room.