The National Gallery paid $320,000 to AEA for strategic plan consulting and about $500,000 to Pentagram for the brand. Those costs were covered by private donor funds, according to spokeswoman Anabeth Guthrie. The cost to replace uniforms, supplies and signs come to about $900,000, an amount the museum would spend “in any given year” to replace and replenish such items, Guthrie said. Those expenses are part of the operating budget.
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