""PhArt,""
""The question is whether we're in the territory of a rebrand that is counterproductive to our ambition or not,""
""take a look at how it's playing, what works, what doesn't work, to do some analytical work around that, and get a sense of how our various constituencies are perceiving it.""
The Philadelphia Art Museum rebranded to PhAM last October, prompting widespread reaction. Chief Marketing Officer Paul Dien, who oversaw the reinvention, will step down on February 1, shortly after Daniel H. Weiss became director and CEO. Weiss has formed a task force of board and staff to evaluate whether the new identity should be kept or altered and to assess its effectiveness and public reception. Reactions ranged from ridicule — with some calling it "PhArt," and criticizing use of a Brooklyn design firm and a griffon logo likened to a sports team — to praise for its digital flexibility.
Read at Hyperallergic
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