SARASOTA -- The John & Mable Ringling Museum Art on Monday unveiled a new "secondary" name, a new logo and a set of icons representing the six venues under the museum's umbrella.
The new name is simply "The Ringling." The new logo replaces rococo elements of the familiar logo with modern but elegant-looking lettering.
The art museum, the circus museum, the Ca D' Zan mansion, the Historic Asolo Theater, the education center and the Bayfront Gardens now each has a separate square graphic logo -- the capital of a classical column for the art museum itself, an elephant for the circus museum, and an open book for the education center -- each in a different color.
All six of the venues will now have the name "Ringling" in front of their name. For example, the Historic Asolo Theater is now the Ringling Historic Asolo Theater.
The official umbrella name is still The John and Mable Ringling Museum of Art, and that can never be legally changed. But letterheads and merchandise already show the new icons and the simplified secondary name "The Ringling," and the logos will soon appear on signage around the Ringling property.
The new logo and the icons were unveiled Monday morning at an event in the Ringling Education Center. Ringling officials revealed they had been working toward the name and logo change for a couple of years, and had hired a prominent New York City branding firm company World Studio.
"It has collapsed what was probably about 40 names into one," said Ringling executive director Steven High. "And it gives us a system to use in the future.
For example, he said, when new venues open on the Ringling grounds, they can easily be incorporated into the new branding system.
High said the new names and the logos will also give visitors a clearer idea of the scope of the Ringling's offerings.