The Port of San Diego recently launched a new brand intended to attract more people and businesses to the waterfront, while unifying and clarifying the port’s diverse functions.
“The ongoing, monumental transformation of the San Diego Bay tidelands signals that it’s a new day for the Port of San Diego,” Robert Valderrama, chairman of the board of port commissioners, said. “We are doing more to benefit the region than ever before. At the same time, we are increasingly more outward-facing and publicly engaged. The new brand captures all this to clearly communicate our promise of opportunity for residents and visitors, businesses and other stakeholders.”
The new logo, an upside-down pentagon, represents the five port cities as well as the port’s five sub-brands – experiences, environment, maritime, public safety, and waterfront development.
It is part of a comprehensive marketing strategy that has been in development for the past year with the assistance of Mth Degree, a San Diego brand strategy and marketing agency. It is intended to increase awareness, understanding and support among stakeholder.
Having a strategy is tied to the port’s financial sustainability and its ability to fund amenities and public services.
The port does not collect tax dollars, but must generate revenue under the Port Act.