by Max Marbut
Staff Writer
Since it first opened its doors in 2003, the art museum at Hemming Plaza has been known as the Jacksonville Museum of Modern Art. It was announced Wednesday that the institution has taken a new name and will now be called the “Museum of Contemporary Art Jacksonville.”
Over the next few months, the museum will implement a brand transition strategy that will eventually include a new logo and an expanded Web site.
“This exciting change reflects the continued growth and progress of the museum,” said Museum Director George Kinghorn. “The decision to change the name reflects the distinctions between modern and contemporary art and our vision for the museum’s future.”
Kinghorn added the new identity will allow the museum to forge new relationships with other institutions around the country in order to bring a wider range of exhibits and artists to Jacksonville.
“We will be able to bring in better quality artwork and also put the museum on more of a national level,” said Kinghorn.