For the first time in nearly nine decades, the Philadelphia Museum of Art has a new name, but it won't be too hard to remember.

The city's largest art institution announced Tuesday a trimmed-down name and a new brand. As of Wednesday, the museum located on the Benjamin Franklin Parkway and home to the famous "Rocky steps" will be known as the Philadelphia Art Museum.

The rebranding puts Philadelphia front and center and celebrates the city's grit, creativity and industrial heritage. It comes with a new logo, merchandise and an overhauled website.

"The Art Museum is a real gift to the city," Audrey Hudson, the Kathleen C. Sherrerd deputy director for learning and engagement, said, "and this new brand says that we want to share it so widely with all of you."

Leaders say that in

See Full Page