In a surprising turn of events, the Philadelphia Art Museum has decided to revert back to its original name just four months after a flashy rebranding that introduced the name Philadelphia Art Museum. Starting Wednesday afternoon, the institution will once again be recognized by its historic title.
According to a press release, the museum will maintain its newly designed griffin logo and brand identity that was unveiled in October, while returning to the Philadelphia Museum of Art name. This decision comes after recommendations from a diverse task force of museum trustees and staff who evaluated the rebranding process and gathered feedback from museum personnel, trustees, members, and the local community.
The board of directors unanimously supported this decision during a special meeting held on Wednesday. "An essential part of brand stewardship is innovating, and also listening," stated Daniel Weiss, the museum's director and CEO. "The new logo, featuring the griffin, is a bold yet historical approach that we are pleased to see embraced by the public. Returning to a name cherished by our staff, trustees, and members is a significant gesture. We now have a unified identity that our entire community can rally around, allowing us to focus on our mission's vital opportunities."
This rebranding saga, which lasted only a few months, has been marked by public ridicule, with some locals humorously dubbing the newly renamed museum as "PhArt." Additionally, there were reports of dissatisfaction among trustees regarding the rebranding process, suggesting it was implemented without final board approval.
Shortly after the rebranding was announced, the museum made headlines when it dismissed then-director and CEO Sasha Suda for "cause," though specific reasons were not disclosed. Suda has since initiated legal action against the museum, claiming wrongful termination and unfair treatment.
Earlier this week, a Pennsylvania judge ruled in favor of the museum, allowing Suda's case to proceed to arbitration.
