Long Beach port unveils new logo

Long Beach port unveils new logo The Port of Long Beach has turned to Madison Avenue to help it express its self-proclaimed and newly found environmental philosophy.
   The port has introduced a new logo — part of an overall rebranding program for the nearly 100-year-old entity — that port officials say reflect this new 'green' focus. The new rainbow-colored emblem, designed by New York City-based branding firm Siegal+Gale, replaces a more than 30-year-old red-and-blue globe design that had seen the port through its greatest period of growth and expansion.

Port of Long Beach new logo

   The new logo, which incorporates an abstraction of North America surrounded by simplified images of wildlife, buildings, ships and people, was introduced to the local community two weeks ago. The new logo will be introduced on printed material over the next six months, according to port officials, with a switchover on electronic communications coming within the next month. Vehicles, buildings and other physical locations will see the logo slowly phased in also.
   The effort by Siegal+Gale, responsible for a wide range of iconic corporate branding efforts for firms such as Dell Computers, Lexus and Yahoo, reportedly will cost the port between $400,000 and $500,000.
   Despite the switchover, the first introduction of the logo to port employees last month did not gain the open-arms acceptance hoped for by port executives. Some employees reportedly raised concerns about the rainbow color scheme when the design was unveiled. Port officials said that different color schemes of the logo will be used, but the multi-hued version would be the official design.