It is fair to say Philadelphia Art Museum's rebrand has not been an overwhelming success and now there are signs it might be dumped completely.
It has only been three months since the Philadelphia Museum of Art announced it was now going to be known as Philadelphia Art Museum or PhAM for short.
But the bright new dawn never really happened with dismissive locals dubbing it PhArt, while the CEO behind it, Sasha Suda, was forced out in November and now its chief marketing officer, Paul Dien, who played a crucial part in the rebrand has resigned.
All this leaves recently appointed boss Daniel Weiss pondering whether it might be worth turning back the clock and pretending it never happened.
He told the Philadelphia Inquirer he set up a task force to "look at how it’s playing, what works, what doesn’t work", adding: "The question is whether we’re in the territory of a rebrand that is counterproductive to our ambition or not."