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. 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.