By Peter Dobrin, The Philadelphia Inquirer (TNS)

After 87 years, it’s not the Philadelphia Museum of Art anymore.

As of Wednesday, the city’s largest visual arts institution has a new, slimmed down name: Philadelphia Art Museum.

What’s more, the museum is now sometimes referring to itself under an even shorter sub-brand: PhAM. A new website url, visitpham.org , signals that, in the words of the museum’s head marketer, Paul Dien, the place today “is not your grandfather’s art museum.”

The new monikers are part of a larger rebranding of Philadelphia’s encyclopedic art museum a year and a half in the making. Typography on signs and other materials has been modernized and made bold, language in ads and other materials rendered less formal and even irreverent.

“STOP IN THE NAME OF ART” s

See Full Page