The Wadsworth Atheneum Museum of Art in Hartford, the nation’s oldest public art museum, has launched a new brand and simplified name.
Now known simply as The Wadsworth, the Hartford institution unveiled an updated visual identity and messaging this week — marking the first full rebranding in its 183-year history.
Museum officials said the process, led by London- and Madrid-based Saffron Brand Consultants, took nearly a year and included input from trustees, staff and community stakeholders. The goal was to modernize the museum’s look and language while preserving its history.
The project includes a redesigned logo, typeface and color palette. The new wordmark was inspired by historic lettering on a plaque honoring Jeremiah Wadsworth at the museum’s Main Street entrance. Colors were drawn from architectural features and artworks inside the building, including Sol LeWitt murals.
Officials said community feedback played a role in selecting the shorter name.
The Wadsworth, which opened in 1842, was recently ranked by The Washington Post as one of the 20 best art museums in the country. Museum leaders said the rebranding is intended to reinforce its mission and broaden engagement with visitors in Hartford and beyond.
The rebrand comes as the museum prepares for a leadership transition. Allison Blais, an executive with the 9/11 Memorial & Museum in New York City, will become president and CEO on Jan. 7, succeeding Jeffrey N. Brown, who is retiring.
