The Pérez Art Museum (PAMM) designed by Herzog & de Meuron, officially opened in December 2013, coinciding with the 12th edition of Art Basel Miami Beach. In developing PAMM's brand identity, we worked closely with the museum's leadership to bridge the gap between the vibrancy of Miami's urban culture and the often exclusive gallery experience, positioning PAMM as Miami's premiere destination into the world of contemporary and modern art. Conceiving of the Museum as a Portal through which art and ideas flow into the city and out to the world, the visual identity incorporates the principle of the Portal as a graphic device that frames the Museum's content across all media and uses. The PAMM letters expand out to fit the edges of the page, color field or image where the logo is placed on. The portal idea was further interpreted throughout the digital platform we developed for the museum, from their website, iPads that replaced exhibition labels to a thirty-foot long digital admissions desk display.