Minneapolis art museum drops letter from name in rebranding

Published 3:13 pm Saturday, August 8, 2015

MINNEAPOLIS — The Minneapolis Institute of Arts is lopping a letter off of its name in a change made after working with a brand consulting firm.

The museum announced Thursday that it’s dropping the S at the end of its name, and will now be known as the Minneapolis Institute of Art. The museum had the plural “arts” because original plans also called for a symphony, theater and other performing arts.

Museum officials also said it wants people to refer to it as “Mia,” rather than use the uppercase acronym MIA. The radio station says the move is meant to get away from the acronym’s association with “missing in action.”