Overview
- The board voted unanimously on Feb. 4 to revert to the name Philadelphia Museum of Art and discontinue the PhAM moniker and visitpham digital handles.
- The museum will retain and adapt the October griffin logo and visual system, updating the wordmark to the restored name and dialing back informal taglines.
- URL, email, and social accounts will transition back to philamuseum in the coming weeks, and the institution will again use PMA as its shorthand.
- Leadership said surveys showed staff, trustees, and members rejected the name change, while broader public response was positive toward the griffin and overall look.
- The October rebrand cost about $1 million; the change-back is projected at under $50,000 with materials phased out rather than discarded, as new director Daniel H. Weiss implements process fixes following CMO Paul Dien’s Feb. 1 departure and as Sasha Suda’s lawsuit proceeds in arbitration.