The Philadelphia Museum of Art has unveiled a major rebranding initiative that has generated significant controversy among local residents and art community members. On Wednesday, October 8, the historic institution announced its transformation into the "Philadelphia Art Museum," complete with a new logo featuring a serif typeface and the streamlined acronym "PhAM." The rebrand represents the latest in a series of museum redesigns that have sparked public debate, following similar controversial campaigns by the Minneapolis Institute of Arts, the Metropolitan Museum of Art in New York, and the Brooklyn Museum over the past decade.
Museum Director and CEO Sasha Suda explained the reasoning behind the name change to public radio station WHYY-FM, stating that the previous acronym "PMA" was not immediately recognizable to the general public. "When I mention to folks who aren't engaged in the arts and culture community and I say the PMA, they have no idea what I'm talking about," Suda said. For many local residents who already referred to the institution simply as "the Art Museum," the change appears to be a natural evolution, though the new George Michael-esque acronym "PhAM" has been met with mixed reactions.
The museum partnered with Brooklyn-based design studio Gretel for the comprehensive brand overhaul. Gretel's impressive portfolio includes work with the Museum of Modern Art in New York, the Crystal Bridges Museum of American Art in Arkansas, and notably, the New York City Football Club. This sports connection has not gone unnoticed by critics who have taken issue with the museum's redesigned logo featuring its traditional symbolic griffin.
Public reaction to the rebrand has been largely negative across social media platforms. Costume designer Rita Squitiere voiced her displeasure on X, quipping, "The phart museum? You gotta be kidding me! We had no problem calling it the Philadelphia Museum of Art – We're smart people, we can handle words." Many critics have compared the new logo to athletic branding, with one Instagram user commenting that "It looks like a soccer team logo" beneath a congratulatory post from the Institute of Contemporary Art, Philadelphia.
The criticism extends beyond just the logo design to the overall aesthetic direction of the rebrand. Art media outlet The Arts District published a post claiming the logo resembled "an athleisure ad campaign." Artist and filmmaker Lex Brown expressed disappointment on Instagram, writing, "It feels both oppressive and bland, not like the charming treasure trove that is PMA's collection." The new custom typeface, called Fairmount Serif, has also drawn criticism for appearing "too dystopian" to some observers.
Additionally, many Philadelphia-based artists and community members have expressed frustration with the museum's decision to hire an out-of-state design firm rather than supporting local talent. Artist Rushawn Stanley criticized this choice on Instagram, stating, "For a museum filled with so much beautiful and creative art, they really approached this branding shift with the energy and thought process of a NYC design agency working with a soon-to-be-open Fishtown coffee shop."
Gretel founder Greg Hahn defended the firm's work when contacted by Hyperallergic, characterizing the public backlash as a natural response to change. "Any brand (person, place, or thing) develops an audience, and if they're lucky, a following. When that's the case, there will always be opinions on any changes made, sometimes founded and sometimes simply reactionary," Hahn explained. The design studio noted that the Fairmount Serif typeface draws inspiration from the museum's historical origins as the Pennsylvania Museum and School of Industrial Arts, incorporating architectural details from the institution's original seal and wall engravings.
The rebrand controversy comes at a time when the museum is already facing internal challenges with its workforce. Some critics, including illustrator Bonnie Watts, have connected the rebranding criticism to the institution's recent labor disputes. Watts referenced the museum's ongoing issues with its staff union, including allegations made in June 2023 that leadership had backtracked on agreed-upon provisions for longevity pay. These allegations emerged less than a year after unionized workers conducted a 19-day strike demanding wage increases, paid family leave, and more affordable healthcare benefits.
The Philadelphia Art Museum's rebranding effort highlights the broader challenges cultural institutions face when attempting to modernize their public image while maintaining community support. As the museum moves forward with its new identity, including the incorporation of "PhAM" into its redesigned website URL, it remains to be seen whether public opinion will shift or if the controversy will have lasting effects on the institution's relationship with its local community and broader audience.
