Philadelphia Art Museum Director Removed After Controversial Rebranding
Sasha Suda, the director of the Philadelphia Art Museum (PAM), was removed from her position on November 4, 2023. She had served in this role for three years, following her tenure as the leader of the National Gallery of Canada. Her dismissal was communicated via email but the specific reasons were not disclosed.
Leadership Transition at the Philadelphia Art Museum
After Suda’s ousting, Louis Marchesano, the deputy director of curatorial affairs and conservation, will oversee daily operations. The museum’s board is actively seeking an interim director to fill the leadership void. They emphasized that this is an internal matter and limited further comments.
Rebranding Controversy
The board of trustees expressed concerns regarding an internal rebranding executed by Suda. In early October, the museum’s name was altered from the “Philadelphia Museum of Art” to “Philadelphia Art Museum.” A new logo designed by the firm Gretel was introduced, alongside the abbreviation “PhAM,” which some critics on social media sarcastically transformed into “PhArt.”
- The rebranding project cost $250,000.
- Additional expenses for paid media and way-finding were also incurred.
Jerry Wind, a museum trustee, voiced his disappointment over the negative public reaction to the rebranding, noting that the board was not informed until the launch was underway. Wind stated, “Basically, the board never approved it.” Another trustee, Jennifer Rice, shared enthusiasm for the new branding but agreed that the timing of the launch notification was inappropriate.
Historical Context
Suda took over the leadership from Timothy Rub, who had directed PAM for 13 years. Soon after her appointment in September 2022, she faced significant challenges, including a strike by over 100 unionized workers protesting prolonged contract negotiations. This strike lasted three weeks.
As the Philadelphia Art Museum approaches its 150th anniversary, the focus remains on fulfilling its mission amid these leadership changes and community reactions.
