Say goodbye to the Philadelphia Museum of Art, and hello to … hold onto your hats … the Philadelphia Art Museum! *crickets* On Wednesday, October 8, the historic arts institution announced a major overhaul of its brand, including a new logo with a serif typeface and a slightly slimmer name that has some nodding in approval and others scratching their heads. For those outside of Philly, the redesign may not seem like a significant change (after all, “Philadelphia Museum of Art” and “Philadelphia Art Museum” are both big mouthfuls). But for local residents, many of whom already knew the institution as simply “the Art Museum,” it may come as a natural step. Not everyone is as enthusiastic about the change. “The #phart museum? You gotta be kidding me!” quipped costume designer Rita Squitiere on X. “We had no problem calling it the Philadelphia Museum of Art … We’re smart people, we can handle words.” For the brand redesign, the museum worked with Brooklyn-based design studio Gretel, whos...