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A New Brand Destination for the Port of Long Beach

Port of Long Beach Brand Identity

The Port of Long Beach (POLB) is a leader in the international shipping community and a first-mover in the Green Port concept. As the 2nd busiest container port in the U.S., POLB must serve an incredibly diverse array of constituents that range from local residents and community leaders, to international corporations and foreign governments.


mover in the Green Port concept

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A new logo and identity were needed to establish a clear vision and course for the Port’s brand over the coming decade. It was just the kind of challenge we look for. Starting with comprehensive stakeholder interviews that generated design and usage requirements, Stellar developed over a hundred conceptual logo marks. Working closely with Port communications leaders over several rounds of design reviews, the field of contenders was reduced to three final concepts with the winner selected by the Port’s Harbor Commission.


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Is it a container? Or the bow of a ship? One of the piers at the Port? Or a checkmark that signifies progress and innovation? The new Port of Long Beach logo is a conceptual mark designed to spark the imagination. The signature color in the logo – the Port of Long Beach Turquoise – was selected because it is a combination of blue and green. Blue represents the Port’s business, while green references the Port’s environmental stewardship.

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