Philadelphia Museum of Art Reverses Controversial Rebrand

The institution will return to its longtime name after a brief stint as the "Philadelphia Art Museum".

Published on Feb. 4, 2026

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Four months after announcing a rebrand from the Philadelphia Museum of Art to the Philadelphia Art Museum, the institution has announced that it will revert to its original name. The decision was made after a review by a task force of museum trustees and staff, which examined the process and public reception of the rebrand.

Why it matters

The Philadelphia Museum of Art is one of the city's most iconic cultural institutions, and the controversial rebrand had been widely mocked by the public. The reversal signals the museum's responsiveness to community feedback and a desire to maintain its longstanding identity.

The details

The museum's board of directors voted unanimously to return to the Philadelphia Museum of Art name, while retaining the new griffin logo unveiled in the October rebrand. The decision came after the museum commissioned surveys of staff, trustees, members, and the Philadelphia public to gauge reactions to the name change.

  • In October 2025, the museum announced a rebrand to the "Philadelphia Art Museum".
  • On February 4, 2026, the museum announced it would revert to the Philadelphia Museum of Art name.

The players

Daniel Weiss

The director and CEO of the Philadelphia Museum of Art.

Sasha Suda

The former director and CEO of the Philadelphia Museum of Art, who was fired "for cause" and has since sued the museum for wrongful termination.

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What they’re saying

“An essential part of brand stewardship is innovating, and also listening. The new logo, with the griffin, is a bold, yet historical approach that we are heartened to see is being embraced by the public. Returning to the name that is beloved by staff, trustees, and members is an important gesture. We now have a system that our entire community can rally around—so we can dedicate ourselves to the important opportunities of our mission.”

— Daniel Weiss, Director and CEO (artnews.com)

What’s next

The museum will continue to use the new griffin logo as part of its brand identity, while reverting to the Philadelphia Museum of Art name that has been in use for decades.

The takeaway

The Philadelphia Museum of Art's decision to reverse its controversial rebrand and return to its longtime name demonstrates the importance of listening to stakeholder feedback, especially for iconic cultural institutions. The museum's willingness to adapt its brand strategy shows a commitment to maintaining its community ties and historic identity.