An article about the task of re-branding the University of Pennsylvania Museum of Archaeology and Anthropology. "Founded in 1887, the museum has about 175 full- and part-time employees and a $15.9 million annual budget. The university helps pay for it, as do admissions, memberships, grants and donations. Attendance last year totaled just over 180,400. Its Egyptian collection - including three mummies, one dating back 5,500 years, and a 12-ton sphinx - is probably its most popular".