The Pennsylvania Academy of the Fine Arts is the oldest art school and museum in the country. PAFA sits right on North Broad Street, a few blocks from Philadelphia’s iconic City Hall and Claes Oldenburg’s Clothespin. And yet it remains a bit of a hidden gem. Not quite on the tourist footpath that takes visitors past the Art Museum stairs, The Barnes, or the Rodin, PAFA—as its affectionately known—was in need of a new graphic identity. PAFA specialty is American art and has been since our country’s founding. A new look for this storied institution must honor the past and pave the way for growth and expansion.