The Philadelphia Museum of Art has reversed its controversial rebrand, announced just four months ago, and will return to its original name. The institution will, however, retain the new griffin logo and brand identity introduced in October. The decision followed a unanimous vote by the board of trustees, based on recommendations from a task force that surveyed staff, trustees, members, and the public.
The reversal concludes a widely mocked and embarrassing rollout for the museum, which was derisively nicknamed "PhArt." The rebrand and its aftermath led to the firing of then-director and CEO Sasha Suda, who has since sued the museum for wrongful termination. The museum claims Suda misappropriated funds, a case a judge recently ruled should go to arbitration. This episode highlights the significant reputational and operational risks institutions face when major branding changes lack internal consensus and public support.