PORTO ROCHA drew inspiration from PAC NYC’s iconic architecture — a cube at eye level and a square from an aerial view — for the identity system. Each letter of the logo was designed to a square ratio, forming a simple yet powerful symbol with the words "PAC" and "NYC" on either side. The logo serves as an icon and versatile framing device for diverse content, allowing people to see themselves in the brand and explore the varied programming within its walls.

To meet their communication needs and ambition to appeal to the masses, a custom display typeface called PAC Display was developed, which references the building's shape and New York's Gothic street signage. This ensures adaptability across different programmes while becoming synonymous with the institution over time. Alongside the logo, other elements like photography and colour seamlessly adapt to various formats and communication needs.