PHILADELPHIA (WPHL) -- The iconic Philadelphia Museum of Art has officially been rebranded to what many have already called the institution: the Philadelphia Art Museum.

That means, as of Wednesday, you will no longer hear this phrase from sticklers: "Actually, it's the Philadelphia Museum of Art, not the Philadelphia Art Museum."

The art museum developed the rebrand with Gretel, a nationally renowned branding, strategy, and design studio.

According to the Philadelphia Museum of Art, the rebrand includes: • A new name • A new logo • New merchandise • A website overhaul • An original typeface • A new visual identity

“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

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