After a disastrous rebrand and internal turmoil, the Philadelphia Museum of Art decided to return to its old name. The move comes two weeks after Paul Dien, the former chief marketing officer who oversaw the museum’s identity shift to “Philadelphia Art Museum (PhAM),” announced his resignation. In a phone call with Hyperallergic, the museum’s new director Daniel Weiss explained that trustee and staff responses to the renaming were “overwhelmingly negative,” while members were mostly confused about the purpose of the new identity and disliked the changed URL, among other brand assets. “There was no good reason to rename it, and in the end, I think the fundamental logic that went into that decision didn't withstand scrutiny or deeper analysis,” Weiss continued, noting that people are pleased with and proud of the “Philadelphia Museum of Art” title. Read the story by rhea.nayyar at our link in bio. . . . #PhiladelphiaMuseumofArt #PhAM #Philadelphia #Museums #Rebrand