The Philadelphia Art Museum rebrand surprised locals and board members. Is it as bad as some say?

The Philadelphia Art Museum Rebrand Sparks Mixed Reactions

Nearly a month after unveiling its new logo and rebranding from the Philadelphia Museum of Art to the Philadelphia Art Museum, or PhAM, the response has been mixed. While the redesign aims to boost attendance and fundraising, many locals and board members remain unconvinced.

Criticism of the New Logo

Critics describe the new angular griffin logo as severe and out of place, comparing it more to a soccer team, a teen clothing brand, or even a beer label than to an art museum. In contrast to the old logo, which emphasized the word "Art" more prominently than "Philadelphia" and "Museum," the redesign gives equal weight to all three words.

Concerns About Design Origin

Some have pointed out the irony of a Philadelphia-focused rebranding created by a design firm based in Brooklyn. The headline of a Hyperallergic article captured public sentiment:

“People Really Hate the Philadelphia Art Museum Rebrand.”

Context and Intentions

Though change often faces resistance and social media can amplify extreme opinions, some have embraced the new identity. Other Philadelphia cultural institutions, like the Highmark Mann and Opera Philadelphia, have undergone rebrands recently with little controversy.

The Art Museum’s leadership hopes the update will present a more informal, inviting image. Paul Dien, the chief marketing officer, emphasized that the museum aims to show it “is not your grandfather’s art museum.” This rebranding is part of an effort to reverse declining attendance and modernize the museum’s appeal.

Summary

The success of this rebrand will ultimately depend on whether it attracts visitors and increased funding despite initial public skepticism.

Author’s note: The Philadelphia Art Museum’s redesign challenges traditional expectations, seeking to modernize its image while stirring debate among its community.

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Inquirer.com Inquirer.com — 2025-11-04

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