A new year, a new mission and vision for a port with
grand ambitions call for a powerful brand with a dynamic appearance. Today the
Antwerp Port Authority unveiled the new Port of Antwerp branding. The new
branding is an extension of the previous with a more current look and with an
emphasis on connectivity, accessibility and more attention for the human
character of a port, says a release on 8 January 2019.
A home port as a lever to a sustainable future, is
how the Port of Antwerp wants to position itself in the world. Thereby the
emphasis is on connecting clients, colleagues, stakeholders and the
environment. That promise now takes shape in a new logo and a new baseline :
‘in tune with the world’.
Jacques Vandermeiren, «In tune with world. In this quickly
evolving and unpredictable world It’s more important than ever to combine
forces and to cooperate. It is our mission as Port of Antwerp to bring together
people and communities to face future challenges. Only then can we be
successful to realise for instance mobility solutions, or innovative projects
relating to energy transition and digitalisation. The new branding embodies
this new direction and is a symbol for the port of the future.»
The Port of Antwerp wants to be a safe and sustainable
home port, in a quickly changing world, that sets up valuable synergies with
its’ partners. The port wants to be a pioneer with its eye on innovation and digitalisation.
The new business plan 2018-2020 will be the compass for that, with five very
specific strategic priorities: sustainable growth, mobility, transition, safety
& security and operational excellence.
Dynamic and accessible logo
The time was there to freshen up the old
branding. Internationally the logo and the brand are a fixed value, a quality
brand. Also locally it is very well known and a familiar brand. That’s why we
chose for an evolution, rather than a radical change in style and therefore
built further on our rich tradition. The round shapes of the logo then again
symbolize cooperation, the accessibility and the dynamics of the port. Besides
that the vivid red radiates power and vitality. The port is a beacon of trust
in a sea full of changes. With a renewed, powerful positioning and look, we put
the Port of Antwerp on the world map.” thus Nathalie Van Impe – Chief Communication
& Marketing Officer.
All communication channels -and bearers online
as well as on tugboats and flags will also be refreshed.