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  • 舟山港

    PUBLISHED ON 05-27-2016


    舟山港作為中國東部國際航運中心核心樞紐和上海-寧波-舟山組合港的主組成部分,以港口碼頭產業為核心業務,以港航服務產業、物流延伸產業和商務開發為支撐的多元化發展的現代綜合港口物流服務商,是舟山市經濟社會發展和對外開放的重要依托










    目的


    舟山群島作為國家級新區正式寫入全國十二五規劃,發展瞄準世界一流港口城市,并拉動整個長江流域經濟。因此,舟山港亦迎來一次重大的機遇與挑戰,企業也從“國內運輸需求”轉向“全球化港口競爭”。舟山港需要一個作為舟山的城市名片與更具國際化的品牌形象。


    方法


    舟山港是群島形態,港口散點分部在各個島各個區域。多橋梁連接是舟山港陸路運輸的特點,同時也成為舟山市很重要的城市印象。舟山普陀山是著名“海南觀音像”景觀的所在地,從前舟山人祈求海南觀音保佑每次的出航平安,回航滿載。“蓮花”是舟山重要的人文色彩表現。因此,我們提取了“海(行業屬性)、山(地形)、橋(城市名片)、人(在地精神)”的視覺元素,標志表現遠山近海、群島大橋,展現出新區和企業發展乘風破浪的態勢,展現港航物流鏈的延伸和整合。



















    輔助圖形及運用


    為了更好傳遞出品牌形象,我們為企業建立了一套輔助圖形,以圖形山、船、港、橋、蓮花表現出地方特色、企業地域特征、資源實力以及人文特色,將其廣泛應用于辦公事務用品、企業禮品等多方面,令企業形象更飽滿,也增加對外傳播的故事性。

















    結果


    新形象正在投入使用,集團與子公司正在有序更新各方面內容。舟山港獨特而完善的視覺語言會逐步建立,對外展示出一個國際企業實力與人文包容并蓄的品牌形象。













    ZHOUSHAN PORT




    Brand Background


    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. 




    Branding Objective


    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. 




    Challenge


    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. 




    Solution


    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. 




    Result


    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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