A brand to propel the reality of a new port. The maritime sector has always been a pioneer in the optimisation and implementation of new technologies. Always in constant change and evolution in search of greater competitiveness, this is developed internally through each port’s own programs.

Given its geographical location, the Port of Algeciras is one of the most important strategic enclaves in the world. This has generated a solid business fabric around it that has generated and continues to generate a high rate of employment and a broad economic development in the area.

Travesía de la Innovación is the name given to the program of culture and management of innovation of the Port Authority Bay of Algeciras, whose objective is to implement in the APBA and its Port Community a culture based on innovation, efficiency and organization in a systemic way in all the agents that make up the port itself. The real challenge lay not only in the complexity of the work of the actions carried out, but also in the difficulty of expressing them both internally and externally in a simple and understandable way for everyone.

Brand strategy: As Travesía de la Innovación is a section within the port itself, it is difficult to define it clearly, with its own focus and also to make it fit coherently with everything that the port’s own brand projects.

Thus, it was decided to emphasize and enhance the concepts of innovation, efficiency and competitiveness, expressed in a simple and understandable way for everyone, under the umbrella of “The reality of a new port”. This can be seen from the very beginning in the positioning, which is a declaration of intent: “We are an opportunity and a challenge. We are going to transform the Port of Algeciras into the most important high-tech port in the world…”.

A very complex identity, expressed in a very simple way. We provided Travesía de la Innovación with a modern and fresh identity that will allow it to express itself in diverse environments with a flexible system that facilitates communication with the user. The new visual identity is born from the innovative and competitive spirit, at the same time flexible and open, offering a dynamic and constantly evolving visual aspect.

The logo has been integrated into the visual system, developed using simple geometric shapes that symbolize the key concepts identified with the program. The typographic choice facilitates good legibility and the logo abstracts the concept of interrelation within the port itself.