philadelphia art museum rebranding 2743304

The Philadelphia Museum of Art is reversing its controversial rebranding decision, abandoning the name "Philadelphia Art Museum" and the acronym "PhAM" after widespread backlash. The museum will retain its new griffin logo but restore the original name, Philadelphia Museum of Art, across all platforms. The rebrand, developed with Brooklyn design studio Gretel at a cost of $1 million, was rolled out less than four months ago but met with public mockery and internal turmoil. The reversal follows the firing of CEO Sasha Suda, who filed a lawsuit over her ouster, and the appointment of Daniel Weiss, former CEO of the Metropolitan Museum of Art, as her successor. Chief marketing officer Paul Dien also resigned amid the fallout. The board voted unanimously to undo the name change after a survey commissioned by an interdisciplinary task force.