Critics Express Strong Disapproval of Philadelphia Art Museum’s Rebranding Effort

The Philadelphia Museum of Art has undergone a significant rebranding, now known as the Philadelphia Art Museum, or “PhAM.” This change includes a new logo featuring a serif typeface and was executed by Brooklyn-based design studio Gretel. The rebranding aims to simplify the museum’s name and make it more recognizable, but has received a mix of reactions. While some locals see it as a natural step, others critique the choice of a non-local design firm and the new logo, which some compare to a sports team emblem. The redesign’s custom typeface, Fairmount Serif, is inspired by architectural elements of the museum. The rebranding occurs amid ongoing discussions about staff wages and museum management, highlighting ongoing tensions and the need for better support for staff. As the museum transitions into its new identity, it faces both embrace and criticism from the public.