AIC's website is boring

I once tried to make a website that mimicked the AIC's main website- squares and rectangles, minimal images, a neutral font that is not the hip-kind of neutral (not looking at you Neue Helvetica), and the kind of palette that you might find in a model home, a palette so inoffensive you can't stand next to it while wearing a bright shirt. I think the home page is neat. It has a large photograph of an exhibit in the background (a changing one, I am told that changing images on a front page is hip these days). The rest of the pages are heavily text driven and very minimal, it is slightly reminiscent of a template.

To the website maker's credit, I imagine it is difficult to create a simple seeming website that would serve, much as a white gallery wall does, as a neutral space to the individual stylings of an exhibition. Upon visiting other art museum websites, I found that most of them were also fairly neutral.

Furthermore, museum websites do so many different things! Even just to list the vastly different things they do, I must get organized and use a list format...
They:
-Act as a bulletin board, advertising current and upcoming exhibitions and events.
-Archive old exhibitions and events
-Provide an educational resource online (like image searches)
-Show how you can use the museum in person as an educational resource
-Document the museum's contents
-Encourage you to give them $, via donation, membership, or shopping
-Provide the resources you may need to visit the museum
-Normal business stuff such as employment, news, about, etc.

These are really different areas of concern/use. I no longer am looking down too harshly on the simplicity of the sight. What is really curious to me is the identity of the museum as portrayed by the website. While these colors are in some ways reminiscent of the color of the floor in the modern wing, the pale light and shadows on the grey of the floors of the other wings- there is minimal identity as portrayed by the site. What font is that? What does it say? Do museums have portrayable identities?