The Minneapolis Institute of Arts announced Thursday that from now on it wants to be known as "Mia" (pronounced Me-ahh). It also has dropped an "s," changing its name to Minneapolis Institute of Art.
Say what? Minneapolis Institute of Art drops an 'S' and adds a name: 'Mia'
At 100, the Twin Cities museum is giving itself a bit of a makeover. It's now the Minneapolis Institute of Art (not "Arts"), and it wants you to call it "Mia" (pronounced MEE-ah).
By Mary Abbe
For years museum officials fretted that its former acronym, MIA, brought to mind sad associations with soldiers missing in action. That was definitely not the image a forward-thinking cultural institution wanted, even though those letters were emblazoned on its shopping bags, stationery and even ties worn by museum guards.
So the change to Mia is a bit of a typographical trick to introduce a new, softer identity. It was invented by the museum in consultation with Pentagram, a New York branding firm. As they explained, Mia is "a name with positive meanings in cultures around the world -- mine, my own, beloved." The new name, they claim "embraces and reflects the warmer and friendlier aspects of the museum's identity."
It's true that identity changes are all the rage these days -- think Caitlyn. But Mia seems awfully precious and cute, especially for an institution celebrating its centennial. After 100 years, Mia is something of a cultural grande dame in Minnesota. Her new, highly feminized name is maybe a little too sweet for a gal on the fast lane to 101.
Whether the now rogue "s" also will be chiseled from the name on the museum's white-brick Third Av facade is not clear.
Mia is mine from Minneapolis Institute of Art on Vimeo.
about the writer
Mary Abbe
Critics’ picks for entertainment in the week ahead.