No more Atwater Kent Museum!?

The Atwater Kent Museum, the city's history museum, is about to unveil a new identity and logo after 70 years.

It will become ... drum roll ... the Philadelphia History Museum at the Atwater Kent.


(Subtle. Not going as "the Atwater," anyway.)

The museum, which hired Philly branding firm 160over90 for the project, is completing a $5.8 million renovation of its building at 15 S. Seventh St. and has opened an off-site collection research center for its collection reflecting the lives of Philadelphians from the 1680s to today.

The announcement will be made Friday.

See 160over90's blog on the rebranding campaign here.