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Portland Art Museum unveils new brand, visual identity reflects the Museum's past and future
Childe Hassam, Mount Hood, 1908, oil on canvas, Gift of Mr. Henry Failing Cabell.

PORTLAND, OR.- This month the Portland Art Museum will unveil a new brand including a new visual identity that will be reflected in signage, advertising, and other materials. The Museum recently completed a strategic planning process, identifying short-term and long-term goals for the institution and reaffirming the core values and mission of the Museum.

“Through this process we have reaffirmed the core values and mission of the Museum with a focus on what we want to do and how we want to do it,” said Ferriso. “With this fundamental understanding, we were ready to create a brand that reflects our past successes and our future goals.”

The Museum engaged Ziba Design, a renowned Portland-based firm that is a global leader in branding and product development. Through extensive interviews with Museum staff and trustees, residents, visitors, and members, Ziba learned that a number of people were not aware of the broad range of quality programs offered by the Museum.

Based on this research, a brand strategy was developed to reflect the essence of the institution. Ziba’s design team created a visual identity that clearly communicates the many facets of the Museum. The iconic anchor for the new mark is a large, bold, “P” that serves as a portal—a window—into the Museum. In its application, the collections, exhibitions, and programs will be framed.

“The Museum’s new brand is authentic and bold, paying homage to our past while also increasing the visibility of this vital 119-year-old institution, connecting it in an emphatic way with our 21st-century audiences,” said Ferriso.

Based on the new brand, the Museum’s communications will have a new look and voice, including changes to the members magazine, collateral materials, signage, and more.

The goal of the new brand is to bring together the Museum’s past with its future, connecting the institution with current and new audiences.

Portland Art Museum |  |

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