# @hyperallergic on Instagram

- **Type:** Image
- **Original URL:** https://www.instagram.com/p/DPzGbRogWi6
- **Gondola URL:** https://gondola.cc/posts/35774184-hyperallergic-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/271ec38cbb.jpg
- **Posted:** 2025-10-14T17:43:06.000+00:00
- **Account Owner:** Hyperallergic (@hyperallergic) — https://gondola.cc/hyperallergic

## Caption

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, whose portfolio lists the New York City Football Club as a previous customer — not surprising to critics who took issue with PhAM’s new logo depicting the museum’s longstanding symbolic griffin. 

Read the full story by mayapontone at the link in bio.
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Photo by Rob Cusick, courtesy the museum 

#PhAM #Philadelphia #Rebrand #NYCFC

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## Tags

phart, philadelphia, nycfc, pham, rebrand

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