Portland Institute for Contemporary Art Identity

Client: Portland Institute for Contemporary Art, Portland, Oregon

Our Role: Concepting, Art Direction, Design + Illustration

PICA’s long-lived and well-recognized identity was a core part of the Portland arts organization’s 17-year grass-roots heritage, but some fundamental issues developed with the logo as they progressed as an organization. We were asked to keep the integrity of the letterform shapes (and the typewriter aesthetic), and modified it so that it is cleaner, scalable and less jagged. At a small scale, the difference is slightly noticeable—but not shocking—at large scale, it cleans up real nice. A simple flourescent yellow highlighter stripe works well with the refined typewriter approach.

Our identity package included: logo rework, brand color palette & typography, stationary suite, event-specific postcard treatments, posters, wayfinding and signage and incorporation with their annual TBA event and it’s identity.

Below you can see the evolution of the previous logo and our new logo.