SARASOTA -- The John & Mable Ringling Museum Art unveiled a new "secondary" name Monday, a new logo and a set of icons representing six venues under the museum umbrella.
The new name is simply "The Ringling." The new logo replaces rococo elements of the familiar logo with modern and elegant lettering.
The art museum, the circus museum, the Ca D' Zan mansion, the Historic Asolo Theater, the education center and the Bayfront Gardens 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 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 for all the operations is still The John and Mable Ringling Museum of Art -- and that can never be legally changed. Letterheads and merchandise already show the new icons and 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 in the Ringling Education Center. Ringling officials revealed they had been working on the name and logo for a couple years, and had hired a prominent New York 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."
New venues opening on the Ringling grounds can now easily be incorporated into the new branding system. And the new names and logos, High said, will also give visitors a clearer idea of the scope of the Ringling's offerings.