Why did the Port of Long Beach need a new brand identity?

The port faced community resistance regarding expansion. A new brand identity was needed to convince neighboring communities that the port would be a good neighbor and contribute positively to economic and social growth.

What design studio created the new Port of Long Beach logo?

Siegel+Gale designed the new identity, with Art Director Marcus Barlett leading the project. The typography uses Fedra Sans and a multicolor palette.

What elements does the Port of Long Beach logo include?

The logo incorporates boats, people, buildings, trees, seabirds, and fish, all forming a radiant system in watercolor-like colors that reflects community, growth, and optimism.

What core values did the redesigned brand communicate?

The brand emphasized ecosystem protection, harmony between work and life, economic growth, and contribution to a thriving community.

Case Study: The Port of Long Beach.

A major commercial port in Southern California needed a new brand identity to convince nearby communities it would be a good neighbor, not a threat.

Publié le: 20 novembre 2022
Lecture: 2 min
Thème: etude de cas

Case Study: The Port of Long Beach

Logo design to meet the strategic objectives of a brand seeking to expand its clientele with an appeal reaching beyond its immediate customer base.

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Background

Brand Story: A major commercial port in Southern California needed a new brand identity to convince nearby communities it would be a good neighbor, not a threat.

Studio: Siegel+Gale

Art Director: Marcus Barlett

Typography: Fedra Sans

Colors: Multicolor blend. Facing resistance from local communities regarding its expansion, the Port of Long Beach had to rethink its brand strategy. To do this, the graphic design studio Siegel+Gale was brought in.

1. A New Brand Concept

The objective was to find a balance between economic growth and respect for community concerns. The concept chosen? "Building a thriving community." This idea guided the creation of a new visual identity.

2. Positioning and Values

The Port of Long Beach, prosperous in its business, was not seeking to attract new shipping clients. Its goal was to position itself as a catalyst for economic and social growth while championing key values: ecosystem protection, harmony between work and life, and contribution to a dynamic community.

3. A Logo That Tells a Story

The designed logo incorporates various elements representing the community: boats, people, buildings, trees, seabirds, and fish. These elements form a radiant macro system, depicted in vibrant colors evoking watercolor. This design captures the local spirit and conveys change, positive thinking, and growth. It radiates youthful optimism and natural character, typical of California.

4. Adaptability and Symbolism

The logo stands out for its visual strength, effective even in monochrome. Its central form, surrounded but open at the top, evokes security and optimism. The elements are framed without being confined, symbolizing harmony and openness.

5. Creation Process

Logo development required careful selection and precise adjustment of individual element sizes, merged harmoniously. The final version also includes a subtle, abstract representation of the United States.

This new visual identity for the Port of Long Beach perfectly illustrates how a brand can evolve to reflect and respect both its business objectives and community values.

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Why did the Port of Long Beach need a new brand identity?: The port faced community resistance regarding expansion. A new brand identity was needed to convince neighboring communities that the port would be a good neighbor and contribute positively to economic and social growth.
What design studio created the new Port of Long Beach logo?: Siegel+Gale designed the new identity, with Art Director Marcus Barlett leading the project. The typography uses Fedra Sans and a multicolor palette.
What elements does the Port of Long Beach logo include?: The logo incorporates boats, people, buildings, trees, seabirds, and fish, all forming a radiant system in watercolor-like colors that reflects community, growth, and optimism.
What core values did the redesigned brand communicate?: The brand emphasized ecosystem protection, harmony between work and life, economic growth, and contribution to a thriving community.