The Philadelphia Art Museum (PhAM) is contemplating a revision of its rebranding strategy following the impending departure of Chief Marketing Officer Paul Dien. Dien, who was instrumental in the museum’s controversial rebranding, will leave his role on February 1. His exit coincides with the recent appointment of Daniel H. Weiss as the museum’s new director and CEO.
PhAM’s rebranding, introduced last October after 87 years as the Philadelphia Museum of Art (PMA), provoked a strong reaction from the public. Critics mocked the new name, calling it ‘PhArt,’ and questioned the museum’s decision to hire a design firm from Brooklyn instead of a local one. The new griffon logo and typography were likened to sports team branding, though some praised the design for its digital adaptability.
In a discussion with the Philadelphia Inquirer, Weiss mentioned the museum is assessing whether to maintain or alter the new brand. He has established a task force of board members and staff to review the rebranding’s impact and public perception. ‘The question is whether we’re in the territory of a rebrand that is counterproductive to our ambition or not,’ Weiss explained, highlighting the task force’s role in analyzing the brand’s effectiveness.
During the initial brand rollout, Dien told the Inquirer that the change was intended to address public perceptions of the museum. ‘We have so much research that shows there is this brand perception that we’re the castle on the hill,’ Dien noted in October. ‘And so my job right now is [to ask], “How do we come down the steps and meet people where they’re at?”’ Dien was unavailable for immediate comment to Hyperallergic.
Former director and CEO Sasha Suda had also expressed that the rebranding would attract visitors and enhance the museum’s visibility. However, the rebrand occurred just four weeks before Suda’s ‘for cause’ dismissal, a move some media linked to the rebranding issue after board members claimed they weren’t informed of the rollout timing. Suda has since filed a legal complaint against the museum, alleging wrongful termination and contract violations. In response, PhAM seeks arbitration, accusing Suda of misusing funds, though her lawyer has denied these charges.
