In a significant move, the Philadelphia Art Museum has decided to revert to its former and well-established name, the Philadelphia Museum of Art, after a four-month attempt at rebranding. This decision, which came into effect on Wednesday afternoon, was made after the institution's board of directors voted unanimously to reinstate the original name, a move that reflects the findings of an interdisciplinary task force. This task force extensively surveyed museum staff, trustees, members, and the local public to gauge sentiment regarding the rebranding initiative.
The museum's leadership emphasized that while the name reverts to its traditional form, the new griffin logo and the broader brand identity, which were unveiled in October, will be retained. Daniel Weiss, the director and CEO of the institution, highlighted the importance of both innovation and responsiveness to public sentiment. He noted that the new logo, with its blend of boldness and historical reference, has been well-received, and that reclaiming the beloved original name is a crucial gesture that will unite the community around the museum's mission.
The short-lived rebranding effort had faced considerable criticism and even mockery, with many in Philadelphia humorously referring to the renamed institution as 'PhArt'. Reports also indicated dissatisfaction among trustees, some of whom claimed the rebrand was launched without their full approval. This controversial period also saw the dismissal of then-director and CEO Sasha Suda, who was subsequently fired for 'cause' and has since initiated legal action against the museum for wrongful termination. The museum, in turn, alleged that Suda approved unauthorized salary increases for herself, leading to an ongoing arbitration process.
This episode serves as a powerful reminder of the delicate balance institutions must maintain between modernization and honoring tradition, especially when engaging with a public deeply invested in their cultural heritage. The willingness of the Philadelphia Museum of Art to listen to feedback and adapt its strategy demonstrates a commitment to community values and reinforces the idea that true progress often involves a careful consideration of the past.