舟山港 | 品牌形象设计

舟山港股份有限公司是舟山市国有资产股份经营有限公司，是舟山本地龙头企业，为推动当地经济发展起关键作用，也是舟山群岛新区建设的排头兵。随业务发展扩大与升级，企业需要进行品牌形象的升级，以面对国际市场的激烈竞争。

挑战

作为舟山市最大的国有企业，舟山港的企业形象，也是一张舟山的城市名片。如何将地方特色融入企业形象中，是本案的难点所在。

解决

舟山本身是群岛形态，港口散点分部在各个岛各个区域。新落成的六横公路大桥全长31.12公里，是一项伟大的建筑工程，成功地提高了舟山城市的交通便利，也让舟山在成为国际物流枢纽岛的路上更近一步。因此，我们提取了“山（岛）、海、人、桥”的视觉元素，以抽象的图形囊括了这几个要点，既表现出舟山远山（绿色）近海（蓝色）、群岛环抱的自然地理特征，也展现出新区和企业发展乘风破浪的态势。同时，融入“连接”元素，象征着港航物流链的延伸和整合，代表着企业无缝、畅通的物流服务，充分传递出舟山港立志打造国际物流枢纽岛的气势和决心。令舟山城市特征与舟山港的企业形象得以融合。

 

同时，为了更好传递出企业形象，我们为企业建立了一套辅助图形，以简单的图形山、船、港、桥、莲花表现出地方特色、企业地域特征、资源实力以及人文特色，将其广泛应用于办公事务用品、企业礼品等多方面，令企业形象更饱满，也更有对外传播的故事性。

结果

新形象正在投入使用，集团与子公司正在有序更新各方面内容。舟山港独特而完善的视觉语言会逐步建立，对外展示出一个国际企业实力与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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