What's in a name? That which we call the University Art Museum and Pacific Film Archive by any other name would still be as interesting and provocative.

So, in a departure from the conventional practice of naming buildings after major donors, the museum has added "Berkeley" to its name and is now known as the University of California, Berkeley Art Museum and Pacific Film Archive.

The impetus for the name change was a challenge pledge made from an anonymous Berkeley donor who promised to give $5 million for endowment if the museum would rename itself after the campus and community it is such an integral part of and raise an additional $5 million in matching funds.

"We are delighted that as a result of this generous pledge we will now have a new name," said Jacquelynn Baas, the museum's director.

"Our dual focus on service to the public and to the campus is reflected in the addition of 'Berkeley' to our name, which emphasizes the strong community ties of this university's art museum.

"These ties have always been reflected in the exceptionally adventurous and distinguished programming in art and film and also in our growing emphasis on community outreach and educational programs."

Baas, with museum Board of Trustees Chair Noel Nellis, and Board Development Chair Barclay Simpson, announced the name change Sept. 20 along with the public phase of the museum's $10 million endowment campaign inspired by the challenge pledge.

To date, the museum has raised more than $3 million in its efforts to match the pledge. The increased endowment will provide the museum with vital ongoing support for programs and operations.

The museum's endowment campaign is part of Berkeley's New Century Campaign, an historic effort to raise $1.1 billion by the year 2001.

"This ambitious campaign includes a $95 million goal for pre-eminence in the arts, humanities and social sciences -- fields that safeguard the knowledge and values of the world's cultures," said Nellis. "We are honored to be a featured priority in this monumental and very necessary fundraising effort."