The Philadelphia Art Museum and design agency Gretel undertook a significant rebranding project focused on making the museum more welcoming to a broader audience. The metaphor guiding their approach was “coming down the steps and throwing the doors wide open.” The museum aimed to maintain its prestige while creating an identity that felt inclusive to all Philadelphians. This required a careful balance between accessibility and the institution's established authority, as the museum's leadership emphasized that their world-renowned collection and programming would remain unchanged. Gretel's design strategy drew heavily from Philadelphia’s unique culture and visual identity, moving away from traditional museum aesthetics. Their initial proposals included a vernacular approach inspired by local corner stores, street vendors, and murals. This direction resonated with the museum staff, who appreciated how it reflected the city’s industrial heritage. A key challenge was reviving the museum's iconic griffin logo, which had been in use for decades. By researching the griffin's history and interpretations, Gretel aimed to create a version that honored its legacy while also ensuring it remained functional across various applications. The project also involved developing a custom typeface, Fairmount Serif, which combined elements of the museum's industrial origins with classical serif details. Type designer Ryan Bugden researched archival typography and found inspiration in Sol Hess, a Philadelphia-born designer whose work aligned perfectly with the museum's identity. This connection added depth to the design process. Throughout the collaboration, Gretel and the museum maintained open communication, addressing tensions and refining their concepts. The end result is a brand that embraces Philadelphia's eclectic spirit while upholding the museum's artistic mission.