>>> THE ORIENTAL INSTITUTE IS NO MORE.

BEFORE FANS OF THE VENERABLE INSTITUTION PANIC, REST ASSURED, IT IS JUST THE NAME THAT IS GONE.

CHICAGO WAS THE FIRST TO REPORT THAT THE 104-YEAR-OLD ARCHAEOLOGY MUSEUM IS BEING REBRANDED .

EARLIER TODAY WE CAUGHT UP WITH IN THE INTERIM DIRECTOR WHO TOLD US EXCLUSIVELY THE NEW NAME AND WHY IT WAS CHOSEN.

>> THE NEW NAME IS THE INSTITUTE FOR THE STUDY OF ANCIENT CULTURES , WEST ASIA AND NORTH AFRICA.

>> Reporter: THERE ARE TWO MAIN REASONS FOR THE CHANGE.

TO AVOID CONFUSION OR CAUSE OFFENSE >> MOST PEOPLE WHO VISIT THE INSTITUTE, THEY THINK OF THE FAR EAST.

CHINA, JAPAN.

WHEN THEY ENTER THE BUILDING AND SEE THE MUSEUM COLLECTION, WHAT THEY SEE IS EXCLUSIVELY ANCIENT MIDDLE EASTERN ART AND ARTIFACTS AND CULTURE.

THE OTHER ELEMENT IS THAT THE TERM ORIENTAL , OVER TIME, HAS TAKEN ON A PEJORATIVE, NEGATIVE MEANING.

>> Reporter: FOUNDED IN 1919, THE INSTITUTE HAS BEEN A PIONEER IN STUDYING THE ANCIENT NEAR EAST AND THE SO-CALLED FERTILE CRESCENT WHICH GAVE RISE TO SOME OF THE WORLD'S EARLIEST CIVILIZATIONS.

HE SAID MAKING THE CHANGES NOT AN EASY CHOICE BUT THE RIGHT ONE.

>> IT WAS NOT EASY BECAUSE ORIENTAL INSTITUTE , AT LEAST IN THE FIELD WE WORK IN, IT HAD BECOME A REAL BRAND.

THERE HAS BEEN SOME PUSHBACK ON THE NAME CHANGE, MOST PEOPLE ACKNOWLEDGE , YES, WE NEED TO DO THIS.

THERE ARE CERTAINLY PEOPLE WHO SAY NO, WE ARE GIVING INTO PRESSURE AND SO FORTH.

WELL,