Los Angeles port shows off new logo
Port of Los Angeles Executive Director Geraldine Knatz introduced the port's new logo to the Los Angeles Harbor Commission last week.
Incorporating a stylized green swoop within the crossbar of the letter ‘A’ in the letters “LA,” the logo will be paired with the slogan 'Make It Happen.'
'This is bold, it is strong and there will be no mistaking what it stands for,” Knatz said. “LA: the port.”
The new design replaces a previous circular logo that featured stylized waves making up the crossbar of the letter ‘L’ in “LA” and featured no slogan, but was surrounded by the name of the port.
'The tagline, 'Making it Happen,' is our motto for this year,' Knatz said. 'Because this year our focus is really on doing things, accomplishing things and getting things done.'
Knatz said one of the reasons for developing the new logo was because the name of the port was difficult to read in the circular border of the old logo.
The port has also developed a red, white and blue version of the logo to be used with the phrase “America’s Port.” The patriotic version will be used in conjunction with an eight-part National Geographic television series on the port that begins airing next month as well as in port recruiting efforts for port police officers.
Knatz did not detail what the port paid for the design or if it was developed by port staff.
Los Angeles' new logo is only the latest in a round of news designs for several West Coast ports, some meeting with greater acceptance than others.
In October 2007, Los Angeles' neighbor the Port of Long Beach unveiled a new logo that met with generally poor reviews by staff and the community. The new rainbow-colored Long Beach logo, designed by New York City-based branding firm Siegal+Gale at a cost of nearly $500,000, incorporates an abstraction of North America surrounded by simplified images of wildlife, buildings, ships and people.
Nearly simultaneously, the Port of Seattle introduced a new logo design designed and voted on by the Seattle port's staff.