The visual identity of the Portland International Film Festival is based on the phrase Unknown Past, Untold Tomorrow. This phrase reflects the big idea to explore the potential of storytelling to shape culture; and the mission of expanding the reach of cinema as an art form and challenging for whom, by whom, and how stories can be told. The goal is to welcome all new forms, told by new voices from the past and future. 

The concept's unknown and untold aspects are represented with blurred images and hazy gradients. The boldness and creativity are reflected in the bright abstract shapes that come to the foreground in a nice contrast with the blurred images.