New Website, brand launched to highlight Port progress
Online presence, a new image to expand global reach, set tone for quality
The Port of Long Beach has created a new, user-friendly website and a refreshed brand to better communicate the Port’s mission to industry, customers and the community, emphasizing the operational excellence that distinguishes the nation’s second-busiest seaport.
The dynamic, modern website — still at www.polb.com — and eye-catching, distinctive logo reflect the Port’s renewed focus on strengthening competitiveness by collaborating with business partners, community and fellow government agencies. The bold design of the logo features the shape of a container that doubles as a checkmark, denoting achievement. The checkmark also symbolizes Long Beach’s status as “The Port of Choice,” its new tagline.
“Replacing the old website with an up-to-date, mobile-friendly platform is a huge step forward for sharing the Port’s story with our diverse groups of stakeholders,” said Port of Long Beach Executive Director Mario Cordero. “The new logo and tagline, ‘The Port of Choice,’ are a clear declaration of our focus on innovation and visionary leadership that we share with our industry.”
Some of the website’s new features:
- Mobile-friendly — optimized for tablets and smartphones
- Social media integration
- A new interactive map featuring cargo facilities, Port projects, and other highlights
- Photo galleries on selected pages and stories
- Improved online forms and calendar
- Enhanced search function includes the contents of documents
Initiated in 2007, the Port’s previous brand communicated a vibrant presence in the community and a commitment to environmental sustainability. It came following the adoption of the Green Port Policy in 2005. Over the past 15 years, the Port of Long Beach and supply chain partners have reduced diesel air pollution from operations by 87%, demonstrating that good jobs and protecting the environment can exist together.
“Those efforts are, and will continue to be, very significant parts of the Port’s brand promise,” said Long Beach Harbor Commission President Bonnie Lowenthal. “The new logo and website reflect the evolution of the Port of Long Beach’s goals and objectives as a conduit of international commerce, and showcase our prowess as an economic engine and a provider of sustainable, responsible and efficient services and facilities.”
The Port’s new logo comes with a palette of colors, led by turquoise. The combination of green and blue succinctly symbolizes the combination of the “green” environmental focus and the “blue” business focus of a deep-water, 21st-century port. The brand update process, along with website design and development, was conducted by Torrance-based Stellar Agency.
The Port of Long Beach is one of the world’s premier seaports, a gateway for trans-Pacific trade and a trailblazer in goods movement and environmental stewardship. With 175 shipping lines connecting Long Beach to 217 seaports, the Port handles $200 billion in trade annually, supporting more than 575,000 Southern California jobs.
