Ashdod Port is the largest port in Israel, and as such is a significant lifeline for the Israeli economy. But for many years the port has made negative headlines, and in the eyes of large sections of the public it was seen as a degenerated yet powerful place.
The branding strategy dealt with positioning the port as an asset that serves the Israeli public and state. From the narrative of “a gate” to the country, which may be opened or closed depending on the interests of whoever holds its keys, we went on to talk about “a heart” – the port is to the country what the heart is to the body – it flows goods to and from it, it sustains it and its economy and allows it to prosper. More than anything – it is simply the country’s port.
The original logo of the port, which was designed shortly after the establishment of the stateof Israel by the Shamir brothers, consisted of an anchor, a sailboat and a lighthouse. In order to adapt the logo to current times and to the port’s strategic vision, we made minor changes to it; The anchor became the front of a cargo ship, the sail became the flag of Israel, and the lighthouse became an arrow.
The chosen colour palette is red and blue, and it reflects the views and sights in the port; the blue sea, and the red and white containers and cranes. Elements of similar tones will appear in the photographic language as well, with the subjects of the photographs expressing the tension between the national dimension (expressed in bird’s eye view photography), and the human factor (expressed in close-ups of the workers at the port).
The graphic language, starting from the grid system we built, to the styling of the brand’s signage and icons – is based on disassembling and reassembling the shapes that form the logo and its internal spaces. The brand’s grid system is based on three layers of arrows that creates a dynamic and powerful feeling, befitting a national transportation brand, and the signage comes from different variations of the logo elements.
Strategy: Ravid Taiber and Timor Harari
The original logo of the port, which was designed shortly after the establishment of the stateof Israel by the Shamir brothers, consisted of an anchor, a sailboat and a lighthouse
The chosen colour palette is red and blue, and it reflects the views and sights in the port; the blue sea, and the red and white containers and cranes
We went on to talk about “a heart” – the port is to the country what the heart is to the body
The graphic language, starting from the grid system we built, to the styling of the brand’s signage and icons
