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Portland Art Museum's New Logo Reflects Apple-like Aesthetic

For the past few weeks, the Portland (Ore.) Art Museum has been rolling out its new logo through press and advertising materials, and signs and banners at its campus. The museum has replaced its more traditional typeface that spelled out the museum's entire name with a broad "P" without the open space inside and without the words "Portland Art Museum."  Portland design firm Ziba did the work.

"People think branding is about a slogan or logo," says Beth Heinrich, the museum's publicity director, who helped initiate the process. "But it represents something much bigger. It's about an organization being self-aware of what it is and what it aspires to be, and then communicating that in a way that makes sense to the community."

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