EXPERTS were called in to help come up with a name for a proposed art gallery.

A decision has been made to call it Mima - Middlesbrough Institute of modern Art.

Godfrey Worsdale, the council's director of museums and galleries, said: "We wanted something which would appeal to a local, national and international audience.

"The acronym Mima creates a new word with no associations.

"Our consultations revealed that the word is pleasant, friendly and easy to use. We wanted something that would have a very wide appeal, but also something which is rooted in Middlesbrough, because first and foremost this is a building for the people of the town, reflecting their pride in the town."

He added: "Mima, which stands for Middlesbrough Institute of Modern Art, can also stand for other qualities that the gallery will be associated with, making aspirations more accessible for example or more innovative modern art.''

Work on the landmark £19.2m gallery and civic square in the centre of Middlebrough, will start this summer.

Branding consultants Ripe Design were hired to come up with a name.

A spokesman for the council said the organisation has "developed identities'' for the Baltic, Tees Valley Arts and Bowes Museum.

Published: 12/03/2004