Port Of San Diego Unveils New Brand, Logo

SAN DIEGO, CA -- The Port of San Diego Monday unveiled a brand and logo designed to help the agency attract more visitors and business.

The branding effort will unify and clarify the agency's diverse functions, port officials said.

"Residents and visitors will understand the opportunities they have to enjoy recreation, dining, shopping, public parks and open spaces, and more," said Randa Coniglio, the port's president and CEO.

"Tenants will thrive as more people come to the waterfront," Coniglio said. "And port staff will benefit from a brand that is a rallying point and source of pride in the organization to which they contribute each and every day."

According to port officials, the brand identity comprises elements representing the five port cities -- San Diego, Chula Vista, Coronado, Imperial Beach and National City -- and five sub-brand areas of maritime, waterfront development, public safety, experiences and environment.

The brand identity, combined with messaging and a comprehensive engagement strategy, are designed to signal that port tidelands are a desirable place to visit and do business, officials said.

"The ongoing, monumental transformation of the San Diego Bay tidelands signals that it's a new day for the Port of San Diego," said Robert "Dukie" Valderrama, chairman of the Board of Port Commissioners.

"We are doing more to benefit the region than ever before. At the same time, we are increasingly more outward-facing and publicly engaged," Valderrama said. "The new brand captures all this to clearly communicate our promise of opportunity for residents and visitors, businesses and other stakeholders."

Valderrama said businesses "with clear and compelling brands along with robust marketing efforts" succeed. "Those without do not."

Mth Degree, a brand strategy and marketing agency based in San Diego, assisted the port with developing its marketing strategy.

By City News Service

Image via Port of San Diego