Overview

• The new logo is a round griffin badge in bold type, referencing bronze roof sculptures once used in the building’s lightning protection system.
• Brooklyn-based design firm Gretel developed the refreshed name and visual identity with museum leadership.
• The rollout includes a revamped website, new merchandise, and updated visuals across the museum’s platforms.
• Leaders say the change improves clarity for audiences beyond the arts community by foregrounding Philadelphia in the name.
• New engagement programming tied to the rebrand includes a DJ residency that connects performers with curators, conservators, and the collection.