Zhoushan Port Co., Ltd. is a state-owned enterprise located in Zhoushan, Zhejiang. As the leading enterprise in the area, the company plays a critical role in the economic development and international promotion of Zhoushan City. Moreover, as the international maritime hub in Eastern China and an integral link of the Shanghai-Ningbo-Zhoushan cargo-handling center, Zhoushan Port Co. Ltd oversees port operations as its core business, with supporting arms in shipping services, logistic supply chain services, and business development, emerging on the world’s stage as a state-of-the-art integrated port logistics service provider.
The Zhoushan Islands is a state-level new district that is now officially included in China’s Twelfth Five-Year Plan. It aims to become a first-class international port city that supports and promotes the Yangtze river basin’s economic growth, and as such, Zhoushan Port now faces a significant opportunity and substantial challenge. The company must now reorient itself from satisfying domestic shipping demand to contend with the globalized market competition, and Zhoushan Port’s new corporate image must concurrently represent the city and possess the qualities of a global brand.
As the largest state-owned enterprise in Zhoushan, Zhoushan Port’s brand image is also the calling card of the city. The biggest challenge stems from imbuing corporate brand with Zhoushan’s local identity and traits.
Zhoushan lies on an archipelago where its ports are scattered around in different districts on different islands. Its newly completed Liuheng Expressway is 31.12km long and a major infrastructure project that bridges Zhoushan’s transportation network, and enables the city to become a major logistics hub in the international market. For Zhoushan Port’s new brand image, we drew visual elements from its mountains, waters, people, and bridges, and abstracted them to represent Zhoushan’s natural geographical beauty: its mountainous backdrop (green), oceanic foreground (blue), its entourage of islands, its newly developed districts, as well as the company’s valor to sail into the wind. We also embedded the element of “Connectivity” into the design, symbolizing the expansion and integration of Zhoushan Port’s logistic supply chain, and representing the company’s seamless and efficient logistic services. Together, they boldly display the company’s determination to forge a major international logistics hub, and deftly unite the signature traits of Zhoushan city with Zhoushan Port’s corporate brand.
In addition, we created a set of supporting graphics to better communicate the corporate brand values. Using simple, distinctive shapes of mountain, ship, port, bridge, and lotus, the shapes represent the signature traits, geographical features, formidable resources, and cultural heritage of the area. These supporting graphics are widely used on office supplies, corporate packaging, and more, helping build a wholesome corporate image and enrich the brand narrative in marketing and communications.
The new brand image is being implemented as we speak: the group and its subsidiaries are updating their brands accordingly. Zhoushan Port will build on its unique and comprehensive visual language, to exhibit both the qualities of a formidable international enterprise and a deeply human acquiescence that are embodied by its corporate image.
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