Branding Services Needed for the Port of Long Beach

Branding Services Needed for the Port of Long Beach

The Port’s branding will need to reinforce the importance of our vision, mission and core values. Branding is more than just a name and logo. It encompasses all of the ways that we present ourselves as an organization — the quality of our services, our commitment to environmental stewardship, the tone of our interactions with local and trade communities, the look of our publications, and the quality of information we share. These factors, among others, combine to express who we are, what we do, and what we value.

By carefully managing our brand we can cultivate our presence, create enduring relationships as we continue to grow, stand apart from other ports worldwide, and shape the communities around us. Ensuring consistent representation of the Port of Long Beach brand is a responsibility and priority we all share. As our organization moves forward, we must stay true to ourselves and to our vision by fulfilling a promise — in the form of the positioning statement below — made to our local and trade communities. Whether attending to environmental concerns, public health issues, security measures, day‐to‐day business, or business goals, this statement represents a commitment to community and industry leadership.

Our Positioning Statement:

At the Port of Long Beach, we believe that integrating our economic and environmental interests helps every member of our local and trade communities flourish. We are a catalyst for an economically vibrant Long Beach, spearheading an ongoing cooperative effort that brings together all of our valued Port stakeholders, and developing industry‐leading policies and practices that consider health, safety and environmental factors in every decision.

The Port of Long Beach. Shaping a vibrant community.


The Port of Long Beach’s mission, as defined in its Strategic Plan, is as follows: “The Port of Long Beach is an international gateway for the reliable, efficient and sustainable movement of goods for the benefit of our local and global economies.”

Recognized worldwide as the Green Port of the Future, the Port of Long Beach is one of the world’s leading full‐service seaports, a major gateway for trade between the United States and Asia, and the first stop for many of the things that we buy and use every day – from clothing and televisions to cars and shoes. As the second‐busiest container port in the United States and the 20th‐busiest in the world, the Port of Long Beach supports 30,000 jobs in the City of Long Beach, 300,000 jobs in Southern California and a total of 1.4 million jobs nationally.

The Port is governed by the City of Long Beach’s Board of Harbor Commissioners, and managed by the staff of the Long Beach Harbor Department. The Port operates as a landlord, which develops shipping terminals and leases them to its customers. Port funding is generated through the leasing of these terminals to private shipping lines and terminal operators. Local taxpayers do not pay for Port operations or the salaries of Port employees. For the 2018 fiscal year, the Port’s budget is $748 million.

The Port of Long Beach is one of the most successful seaports in the world. In order to remain successful in a competitive and rapidly changing global economy, we are committed to being proactive in our preparations for future challenges, and to strategically managing our resources in order to achieve our vision.

Focusing our efforts and resources on these priorities will allow us to proactively address our major challenges and balance our role as a facilitator of international trade with our strong commitment to environmental stewardship, safety and security, and community partnership.

  • Our Vision ‐The Port of Long Beach will be the global leader in operational excellence and environmental stewardship.
  • Mission ‐ The Port of Long Beach is an international gateway for the reliable, efficient and sustainable movement of goods for the benefit of our local and global economies.
  • Value Proposition – Our customers choose the Port of Long Beach because we are the most reliable, most cost‐effective and greenest gateway for the movement of goods to America’s major consumer markets.

The Port of Long Beach values:

  • Visionary Leadership
  • Innovation
  • Diversity
  • Honesty and Integrity
  • Superior Customer Service
  • Operational Excellence
  • Teamwork
  • Healthy and Prosperous Communities

Scope of Work:

The scope of work includes the creation and launching of a new visual brand identity. As the cornerstone of our brand’s expression and promise, the new mark/logo should capture a moment in time, instantaneously representing the Port and its mission to provide the best in seaport services, always committing to operational excellence. The new mark should embody our promise presented with energy, continuity, and used as a rallying point for all of our actions.

Additional tasks and deliverables may be considered, but it is anticipated that development of a visual brand mark for the Port of Long Beach will involve the following:

Stakeholder Input

Provide strategic recommendations regarding any necessary research, stakeholder identification, and stakeholder engagement.

Identity and Visual Vocabulary Development

Develop an engaging and memorable graphic identity and visual vocabulary to express the distinctiveness of the Port brand.

Logo Development

o Create, explain and present a number of draft logos for review by Port management. Each should be powerful expressions of the brand and serve as a visually distinct signature for the Port. The goal is to create an identity that clearly supports the brand.

o Develop a system which includes, but is not limited to, visual elements, photography and illustration style, typical diagrams, collateral systems, extended color palettes, etc.

Final Art and Guidelines

o Develop comprehensive guidelines that present the brand strategy, tagline, identity and visual vocabulary in a meaningful way to the diverse group of stakeholders who will be involved with creating internal and external branded communications.

o Create and produce identity guidelines (at minimum) demonstrating lockups, sizing, color palette, usage and typography specifications and all visual vocabulary elements and specifications.

Brand Training

Develop a plan to efficiently and effectively educate Port staff and other internal stakeholders about the purpose, value and acceptable uses of the Port brand in daily work. This communication of the brand strategy and new identity to internal audiences prior to the external launch is critical to ensuring consistent delivery.

Brand Rollout Plan

Develop a brand rollout plan for both internal and external audiences that clearly explains how the Port’s brand will be institutionalized and managed over time. This includes a detailed action plan and timeline for the sequencing of brand rollout. The plan should include, but not be limited to, prototype applications for the following:


o Print (letterhead, business cards, promotional items, etc.)

o Technology (Port Intranet and website, PowerPoint Presentations, etc.)

o Fleet (Port yard equipment and on‐ and off‐road vehicles)

o Signage (Harbor District boundary indicators, billboards and traffic signs)

o Uniforms


o Develop and propose a detailed plan for implementation of the brand, including advertising and a prioritized approach to the production of branded goods. For example, should the fleet be branded before existing facilities? Should signage be a higher priority than uniforms? Over how long a period?

Due Date:

September 7th


Agencies who could be a fit include MWWPR, headed by Michael Kempner.

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