The Philadelphia Art Museum (PhAM) is considering a potential rebrand of its controversial new brand identity following the departure of Chief Marketing Officer Paul Dien next month. Dien, who oversaw the museum’s reinvention, is set to step down on February 1, shortly after the appointment of Daniel H. Weiss as the new director and CEO.
Earlier in October, PhAM unveiled its new brand identity after 87 years of operating as the Philadelphia Museum of Art (PMA). The rebrand received mixed reactions from the public, with some poking fun at the new name “PhArt” and criticizing the choice of a Brooklyn-based design firm over a local one. While some felt that the symbolic griffon logo and typography resembled that of a sports team, others appreciated the digital-forward flexibility of the new design.
In an interview with the Philadelphia Inquirer, Weiss revealed that the museum is contemplating whether to retain or modify its new brand identity. He has established a task force comprising board and staff members to evaluate the effectiveness and public reception of the rebrand.
Dien had previously mentioned in an interview that the rebrand was a response to public perceptions of the institution. The museum aimed to shed its image as a “castle on the hill” and connect with a broader audience. Despite initial intentions, Dien did not respond to inquiries regarding the rebrand.
Sasha Suda, the museum’s former director and CEO, expressed hopes that the reinvention would attract more visitors and enhance the museum’s visibility. However, Suda was terminated from her position just four weeks after the rebrand’s launch. Speculation arose linking her dismissal to the rebrand controversy, with some board members suggesting she had not adequately informed them about the rollout.
Following Suda’s legal complaint against the museum for wrongful termination and contractual violations, PhAM filed a motion to move the case to arbitration. The museum accused Suda of misappropriating funds to increase her salary, a claim denied by Suda’s lawyer.
As PhAM navigates these challenges and transitions in leadership, the future of its brand identity remains uncertain. The task force assembled by Weiss will play a crucial role in determining the next steps for the institution’s image and public perception.
