The Portland Art Museum, the oldest art museum in the Pacific Northwest, has a rich legacy of cultural stewardship. However, its visual identity should reflect more than its history — it must embody the dynamic, innovative, and creative spirit of Portland itself. This identity project reimagines the museum’s brand to align with its core values of inspiration, education, personal growth, and community connection.
The goal of the rebrand is to create a visual language that is bold, modern, and human-centered. By merging timeless design principles with a fresh, forward-thinking approach, the new identity resonates with both long-time patrons and future generations of creatives. Every touchpoint — from signage and promotional materials to digital assets — reflects a story-driven, engaging experience that mirrors the museum’s commitment to inclusivity, learning, and artistic exploration.
