For the first time in nearly nine decades, the Philadelphia Museum of Art has a new name, but it won't be too hard to remember.

The city's largest art institution announced Tuesday a trimmed-down name and a new brand. As of Wednesday, the museum located on the Benjamin Franklin Parkway and home to the famous "Rocky steps" will be known as the Philadelphia Art Museum.

The rebranding puts Philadelphia front and center and celebrates the city's grit, creativity and industrial heritage. It comes with a new logo, merchandise and an overhauled website.

"The Art Museum is a real gift to the city," Audrey Hudson, the Kathleen C. Sherrerd deputy director for learning and engagement, said, "and this new brand says that we want to share it so widely with all of you."

Leaders say that in the early 20th century, they had a million visitors walk through the museum's doors. They haven't hit that number since. They hope the new name, logo and new programs will help bring people inside rather than running up the iconic steps.

"It really starts to reflect now what the grand majority of people call this place," Sasha Suda, director and CEO of the Philadelphia Art Museum, said.

The new logo is a round badge with a black background and with "Philadelphia Art Museum" surrounding a griffin, like the statues that have overlooked the building for nearly 100 years.

Museum leaders know that it will take more than new logos and signage to get people in the door. They need new exhibits and programs that appeal to a wider array of people.

"Anything that helps people feel like there's something for them, that also becomes a bridge to the art," Suda said.

Hudson says one of the new programs coming to the museum as part of the rebranding is a DJ residency.

"We have three [DJs] per year, and they are integrating with the art," Hudson said. "They are interacting with the art, they are talking with curators, they are talking with programmers, conservators and spinning through their love of art."

There's also a sports exhibit planned for next year's America 250 celebrations, and Rocky will also be incorporated.

One of the new collaborations includes a partnership with the Strawberry Mansion-based Fletcher Street Urban Riding Club. The group teaches kids life skills and discipline through horseback riding. Now, they'll collaborate with the museum on programs and an after-school club.

"Art is not just hanging on a wall," Darrin Ferrell, vice president of the Fletcher Street Urban Riding Club, said. "It's what we do in our lives."

Museum leaders also say they're working on an official mascot. They say it would be a griffin, like the new logo, they hope could interact with Gritty, the Phanatic and Swoop.

The museum first opened in 1876 as the Pennsylvania Museum and School of Industrial Art and later changed its name to the Philadelphia Museum of Art in May 1938.

The Philadelphia Art Museum rebrand was developed with Gretel, a national branding and strategy company.