Philadelphia Museum of Art Undergoes Another Rebranding
The Philadelphia Museum of Art (PMA) recently announced a significant rebranding shift. After just four months, the museum is reverting to its original name, the Philadelphia Museum of Art, following a controversial rebranding effort.
Background on the Rebranding
In October, the museum briefly adopted the name Philadelphia Art Museum. This change was accompanied by a new logo featuring a bold black-and-white griffin within a circular design. However, the rebranding sparked considerable backlash.
Feedback and Decision
Director and CEO Daniel Weiss emphasized that the new name did not resonate positively with stakeholders. To address the issues, the museum conducted surveys with staff, trustees, and members. The feedback indicated widespread dissatisfaction with the revised branding.
Cost of Rebranding
- Original rebrand cost: over $1 million
- Cost to revert: approximately $50,000
Weiss noted the desire to remedy the situation without excessive spending. He stated, “We wanted to solve the problem and represent the museum in a way that we are pleased with, cost-effectively.”
Future Direction
While the museum’s name has returned to its historical title, it will retain the griffin logo. Board Chair Ellen Caplan acknowledged the museum’s efforts to blend its heritage with a thoughtful approach to attracting a larger audience.
As the Philadelphia Museum of Art moves forward, it aims to create a branding strategy that reflects both tradition and modernity, ensuring it resonates with its community and supporters.
