Albany Port Authority and Southern Ports Authority

From 2014-16 Albany Port Authority commissioned dcdesign to work on a range of projects, including their annual report, a port-side interpretive panel on the history of working on the wharf, and a large format aluminium pic-perf facade located in the Port precinct to commemorate the centenary of the departure of the first and second convoys of the Australian and New Zealand Expeditionary Forces from King George Sound in 1914.

When the Southern Ports Authority was established in 2014 following the merger of Albany Port Authority, Bunbury Port Authority and Esperance Ports Sea and Land, dcdesign was commissioned to develop a cohesive visual identity to brand the overarching organisation and its three individual ports.

The resulting logo is comprised of three elements that work together to form the Southern Ports Authority identity: the SPA symbol, the principal logotype, and the secondary logotype that identifies each of the three ports. The SPA symbol is made up of three overlapping ship shapes (a number chosen to symbolise the three ports that comprise the Authority); these shapes are indicative of the wide range of vessels that work and trade across the three southern ports - from smaller Handysize or Handymax ships (dark blue shape), through to Panamax, woodchip carriers, smaller tankers or container ships (cyan shape), up to Capesize ships (teal shape). The colours have been chosen to represent the hues of the port maritime environs, with overlapping tints suggestive of the translucent qualities of sea and sky.

dcdesign applied the new branding system to a wide range of touch points, including signage, corporate stationery, forms and uniforms, and created a comprehensive style guide to ensure consistent application of the brand by all stakeholders.