NEWARK, NJ — Newark Museum rolled out an official rebrand nearly two years in the making on Wednesday, greeting visitors with a new name and logo for a daylong community celebration. 

Now the Newark Museum of Art, museum leadership said the historical institution decided to refresh its identity in response to visitor survey results that brought attention to a need for specificity. More than half of those surveyed said they were not clear on what kind of collections the museum features. 

As the largest art and culture museum in New Jersey and the 12th largest collection in the country with major holdings in American, African and Asian art, Vice President Deborah Kasindorf said it was time to showcase the museum’s standing in a new way. 

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“The museum has changed, Newark has changed, there is a lot more opportunity. We wanted to expand our visitorship and make sure we were speaking to everyone,” Kasindorf said. 

Starting in 2020, the museum will also expand operating hours on select days in response to downtown’s surge in activity, meeting the city’s needs as it changes and grows. An updated mission statement and a new approach to the visitor experience hope to bring the museum up to speed with Newark’s revitalization as well. 

Kasindorf added that the leadership team is not only expanding but rethinking the way education and programming will work with curatorial. 

“We want the museum to be the city’s hub — the place where art, science, technology, social issues, and culture converge to ignite compassionate conversations,” Linda Harrison, museum CEO and director, said in a press release. 

Museum membership and admission will remain free to Newark residents in keeping with the museum’s effort to stay accessible to the community. Visitors can enjoy a new cafe and upgraded amenities.