Philadelphia Museum of Art director Sasha Suda has been removed from her position following widespread criticism of a recent, and reportedly board-unapproved, rebrand. The decision, announced Monday, comes less than two years after Suda’s arrival in September 2022 and amidst ongoing fallout from the controversial new visual identity.
The rebrand, which features a minimalist logo and a shift in the museum’s overall aesthetic, sparked immediate backlash online and raised concerns among museum trustees. Trustee Yoram (Jerry) Wind told the Inquirer that the board only learned of the finalized rebrand as it was being publicized and had no input on the project, stating, “Basically the board never approved it.” Another trustee, Jennifer Rice, while more keen about the rebrand, agreed that “the board should have been told when the launch was happening.”
The museum confirmed the rebrand cost $250,000, plus additional, unspecified expenses for media and way-finding. Suda’s tenure began with a notable labor dispute; she arrived as more than 100 unionized museum workers were ending a three-week strike over contract negotiations that had lasted nearly two years. The strike concluded in October 2022 with a new union contract.
Suda succeeded Timothy Rub, who served as director for 13 years. The museum has not yet announced an interim or permanent replacement.
