HOUSTON, Tex.–The Port of Houston Authority will now be marketed as Port Houston, with the adoption of a new brand and logo designed to ensure the port continues to broaden its business base and provide economic benefits and jobs to the region, state and nation. In addition, this marketing initiative is designed to heighten awareness of port activities to its stakeholders and communities.
The professional branding campaign is anchored by “Port Houston: The International Port of Texas,” with the accompanying logo highlighting the famed Lone Star State and featuring a bold modern maritime theme.
Growing and diversifying the port’s business base by developing a strong brand identity — and a proactive market development plan — was one of four major goals identified in a recent strategic planning process. That action by the Port Commission was tied to a strategic plan initiated in early 2014 aimed at defining the Port Authority’s goals, mission and vision for the future.
During the past year, Port Houston conducted research and learned how the community and other stakeholders viewed the port: “Community stakeholder feedback told us that they are proud of the maritime industry in the region and want to know more about what we are doing,” Executive Director Roger Guenther said. “Customers embraced our stability of service as key and view the port as the Texas gateway and a keystone in the logistics supply chain.”
“This is a significant and exciting development that will lead to an increased understanding of our port and its important role in international commerce. As an economic engine and job creator for more than a century, Port Houston adds value to the region, state and nation. And we will continue to expand our business base,” Guenther added.
The new brand identity was derived from multiple elements. The colors red, white, and blue conveys its vision as America’s distribution hub for the next generation. The logo showcases ships, the star of Texas, and the Houston Ship Channel.
Plans call for the new brand and logo to be used in all new advertising and communications. The survey research was conducted by third parties who interviewed Harris County residents, key beneficial cargo owners and ocean carriers.