Fitchburg Art Museum -- FAM -- launches a new, updated brand identity this week, reflecting its current mission, recent revitalization and increased community commitment.

The new FAM brand is anchored by its new red, black and white logo. Its design emphasizes the FAM acronym, which expresses the museum's inclusive approach to members, visitors, partners and community -- everyone in the "FAMily," notes its press release.

The new logo, notes the release, is "strong and confident, visually dynamic, open and interconnected, and interactive -- just like FAM."

The design reflects the city of Fitchburg with its architectural and industrial strengths and red color -- red is the city's official color.

The logo also has a Spanish language version as part of FAM's Bilingual Museum Initiative to better serve Fitchburg's 30 percent Latino residents.

The new brand is being rolled out this week on all existing platforms -- signage, printed materials, digital outlets and directional road signs.

"We're proud to adopt this fresh 21st-century look that signals to diverse communities in the city and region that we're accessible, approachable, authentic, fun, creative and inspiring," FAM Director Nick Capasso said.

The FAM caps this week's rollout with a celebration for all Friday, March 1, at 4 p.m., at the museum, 185 Elm St., Fitchburg. Free and open to all. Visit www.fitchburgartmuseum.org.


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Nancye Tuttle's email address is nancyedt@verizon.net.

Gallery Notes

FIBER FUN: Loading Dock Gallery at Western Avenue Studios in Lowell greets March with an adventurous spirit, thanks to New England fiber and textile artists participating in "Fiberlicious!" On view Feb. 27-March 30, the inspired, attractive exhibition invites viewers to experience the joy of fiber play that pushes artistic boundaries in a variety of 2- and 3-dimensional, video and digitally generated pieces and wearables. Meet the talented artists and share refreshments at a reception Saturday, March 2, 4-6 p.m. during WAS Open Studios at 122 Western Ave., Lowell. Call 978-985-0695 or email loadingdockgallery122@gmail.com for info.

ART FROM THE AZORES: The Saab Center for Portuguese Studies at UMass Lowell presents "The Azores: Nine Islands, Nine Photographers -- An Exhibition," March 6-April 17, at University Crossing, 220 Pawtucket St., Lowell. Featured artists include Luis Barra, Pedro Letria, Bruno Portela, Luis Ramos, Jose Manuel Ribeiro, Daniel Rocha, Jose Antonio Rodrigues, Goncalo Rosa da Sila and Luis Vasconcelos. The exhibition offers views of the customs and natural wonders of the nine-island archipelago. Letria, one of the featured artists and a professor at Escola Superior de Artes and Design in Portugal, will be at the opening reception Wednesday, March 6, at 5:30 p.m. Free and open to public. Call 978-934-5199 for info.

THE FEMININE SIDE: Lowell Women's Week, now underway, features several arts-oriented activities. On Sunday, March 3, at 2 p.m., artists Stephanie Roberts-Camello, Betty Canick, Leslie Graff, Pamela Lawson, Michelle Lougee and Carol Rabe share insight into their work currently on view in "A Woman's Work ... Interior/Exterior" at the Brush Art Gallery & Studios, 256 Market St., Lowell. ... See "Period. End of Sentence," the recent Oscar winner for Best Documentary, on Monday, March 4, at 7 p.m., at Luna Theater, Mill No. 5, 250 Jackson St., Lowell. The screening is followed by a discussion led by UMass Lowell faculty and/or students. ... The film "Norma Rae," starring Sally Fields, will be screen Tuesday, March 5, 6:30-9:30 p.

m., at Lowell National Historical Park Visitor Center, 246 Market St. Discussion follows. ... Weaving workshops are slated for Saturday, March 9, at 1 p.m., in the Boott Cotton Mills Museum, 115 John St., and on Tuesday, March 19, at 6 p.m., in Tsongas Industrial History Center at the Boott. For full schedule, visit www.lowellwomensweek.org.