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Rebranding for Port of Visakhapatnam Studio Two Siddharth Dasari Guide: Prof. Anil Sinha


CONTENTS

Introduction / Narrowing Down - two Proposal - three Information Collection - four Literature - five Case Studies - nine Brainstorming - thirteen Round One options - fifteen Round Two options - twenty one Choosing a colour pallette - twenty five Choosing a typeface - twenty six Round Three options - twenty seven Round Four options - thirty one Round Five options - thirty three Final Logo - thirty eight Business Cards - thirty nine Letterhead - forty Learnings - forty one


SETTING OUT

NARROWING DOWN

Since Studio 2 was going to be the first project after I got back from the student exchange programme in Germany and my last studio project at NID, I was sure that it was going to be an identity and a branding project. I developed a keen interest for branding while I was in Germany and the outcome of the Indian restaurant branding project which I did while I was there, gave me confidence in this area and I wished to improve upon it further by trying my hands on another one.

The thought of working on a project with a background of my hometown and more importantly an organisation which my family has been associated with over a very long time excited me and I immediately zeroed in on the Vizag port rebranding project and I started my homework on Day One.

FIRST GUIDE VISIT Owing to the expertise and experience of Prof. Anil Sinha in the area of branding I went to him to enquire about the possibilities of working on a branding project. There were two options which popped up immediately after my initial conversation with him - One, to create an identity for the new NID which was coming up in Hyderabad and two, rebranding for the Visakhapatnam Port Trust.

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visual identity and collaterals for PORT OF VISAKHAPATNAM SIDDHARTH DASARI ~ GUIDE : ANIL SINHA ~ STUDIO TWO PROPOSAL

BACKGROUND

India has a long coastline, spanning 7516.6 kilometres, forming one of the biggest peninsulas in the world. It is serviced by 13 major ports (12 government and 1 corporate) and 187 notified minor and intermediate ports. Ports are vital for trade to flourish and are indispensable for their contribution towards Indian trade and commerce. Over the years, with increase in demand and growing traffic, the government has sanctioned and approved a number if minor and intermediary ports to be built to cater to the demand.

CONTEXT

Visakhapatnam is one of the country's largest and deepest ports and plays a major role in the domestic and international trading operations of India. It serves as the base junction for Northern, Central, Southern and Eastern States of India. In 1914, the proposal for construction of a harbour at Visakhapatnam was initiated, but the construction work started only in 1927 and continued upto 1933 when the first commercial vessel SS Jaladurga of M/s Scindia Steam Navigation Co., entered the Port on the 7th of October 1933. The port has been a leader in trade in the region for a very long time and is gearing up for competition coming from the new minor ports which are being readied and some, already starting operations. In this context, the port needs to rebrand and re-identify itself to its stakeholders to remind them that it has been the leader in the region and always will be.

NEED

With India-China bilateral trade jumping ahead year on year leaping towards the targeted US$100 billion mark by 2015, India is also stepping up expansion plans of ports on its Eastern coast. A very short, much more convenient route than across the Himalaya’s and far cheaper than air, traders are keen to accelerate the shipment of goods from India’s East coast to China’s South Western coast. The shift is expected to further spur allied activities in the logistics sector, boost industry and increase employment in East India. Besides rising trade with China, the demand for coal to fuel power projects in eastern India has also led to growth in the east coast ports

SCOPE

* To study the exisitng scene and understand the ports core values and its importance to the country *Studying and coming up with visuals (icons, images etc) associated to the organisation to be used in their communication material. *Developing a visual language which can later be translated into various media

GUIDE

Anil Sinha

OBJECTIVE

To rebrand Vizag port to reinforce its place and commitment to the country and to the world.

STUDENT

Siddharth Dasari


INFORMATION COLLECTION I divided the information collection into 3 parts, one, the literature review, two, case and desktop studies, three, scenario building.

LITERATURE REVIEW

SCENARIO BUILDING

Since the organisational setup was really huge, I first needed to understand the history, vision and mission of the port. Also, I needed to justify why the port needed rebranding. For this, I collected a lot of data on the internet on the Vizag port’s website, which included a very useful pdf file of the business plan of Vizag port prepared by TCS in the year 2010. I then spoke with some officials from the port to better understand the scenario.

Based on the collected data and after understanding the scene, I needed to build a scenario to form a base for design development. This included coming up with keywords and strong points which needed to be highlighted.

CASE STUDIES To understand how the other ports in the country and the world fared on the branding scene, I needed to do a quick survey, just to get an idea of how ports were represented.

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LITERATURE

VISION AND MISSION

About the port Visakhapatnam Port on the Indian East Coast located at 170 41’ N and 830 18’ E is almost equidistant from Kolkata and Chennai. The port is a premier Indian port in terms of annual traffic (cargo throughput). The port is a major bulk handling port with POL, Iron Ore and Coal being the major bulk commodities. Other commodities handled in substantial quantities are Iron & Steel, Fertilizers & Fertilizer Raw Materials and Alumina. Visakhapatnam Port ranks 1st among the 12 major ports in terms of throughput volumes; a position it has been holding consistently over the last several years. The Ministry of Transport has set targets for Visakhapatnam for the year 2013-14, which indicated that Visakhapatnam port should grow by another 80%, or approximately 8% annually. Most of that growth has to come from POL related traffic, as well as coal.

“To be the most preferred port in South Asia offering services of global standards”

THE MISSION STATEMENT “To be a major partner in meeting the logistics requirements of the importers and exporters of the region.”

TAGLINE The East Coast Gateway of India.


STRENGTHS

WEAKNESSES

• Tranquil deep water berths to handle Capesize and Suezmax vessels • Mechanised handling facilities for iron ore through Ore Handling Complex. • Efficient Port Railway system acclaimed as the best among major ports in the country and ranked as one of the top ten railway divisions of the country. • Economic stevedoring cost • Dedicated facilities for bulk handling and Quality service at optimum cost • Harmonious industrial relations • Extensive scope for SEZ development and growth potential in the hinterland • Natural positional advantage for trading with countries like Bangladesh, Myanmar, South East Asia and Far East and West Coast of USA and Canada.

Entrance channel capacity: 1-way passing system and common use for VPT and Navy • A non-incentive tariff structure due to principle of non-discrimination • Manual coal handling and operations with low productivities • Over planned elements (availability and utilization of equipment versus depreciation norms) • Limited number of shifts in the port • Absence of modern ICT facilities • Inefficient use of adequate of storage facilities • Limited availably of shore unloading facilities for Cape size vessels • Close proximity to city leading to evacuation problems

OPPORTUNITIES Strong development of Indian economy leading to trade and traffic growth • Focus of GoI-policy on removing infrastructure bottlenecks • Further enhancement of industries and associated trade by GoI-policy • Strong demand for crude oil and petroleum products – globally as well as in India • Plans for substantial investments by industries in hinterland of Visakhapatnam indicating growth potential

THREATS Strong inter-port competition on hinterland of Visakhapatnam • Substantial investments by other, competing ports, especially in the nearby Gangavaram • Relatively strong labour unions • Compared with private ports, a relatively long procedure for decision maki

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THE FUTURE Owing to the increase in demand for the ports on the easter coast, the government has allotted a number of smaller private ports to mushroom along the region, thereby creating a competition among all the major ports on the east coast. Predominantly, the newer Gangavaram port barely 15kms from the Vizag port is posing a huge threat to the business of Vizag port. To counter this, one of the major decision could be to re-brand and reinforce the identity of the Vizag port to the shipping community. The existing one is very outdated and lacks a good visual appeal and a new brand image could work wonders in retaining the exisitng customers and also, showcasing a newer, better port to the world.


EXISTING LOGO The existing logo is a mishmash of ribbons, poorly done graphic art, gradients and text sizes. It shows the ports entrance channel, a part of the dolphins nose and a ship entering through it, all captivated in odd oval shaped ribbons and ropes, with the ports’ name in hindi on the top and english below written on an arc. The port periodically prints brochures and other publicity material, which also includes a yearly calendar, which is generally given to visiting dignitaries and during seminars and other major port events to showcase its achievements. The colour schemes change according to the will and wish of a different ‘designer’ every time it goes for print.

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CASE STUDIES Major Ports of the World

1. SHANGHAI

In 2010, Shanghai port overtook Singapore port to become the world’s busiest port. The Port of Shanghai faces the East China Sea to the east, and Hangzhou Bay to the south. It does not have a strong branding strategy, with just the initials of the company’s name written inside an oval.

2. ROTTERDAM

3. HAFEN HAMBURG

Hamburg, Germany is the second biggest port in the European Union and the 10th largest in the world. The identity uses a famous church in the city which is a landmark as a major element in its logo with a blue curves signifying the sea/river as Hamburg does trade on both sea and river beds

4. TIANJIN Rotterdam is one of the main ports of Europe. The port is the gateway to the European market of more than 350 million consumers. The port is one of the most important junctions of good flows of the world. The annual throughput is about 430 million tons. The visual identity looks fresh, signifying fluidity and strength. It shows confidence and at the same time, keeping the essence of a port by using movement and the dark blue color, signifying the depth.

Tianjin, China is the 5th busiest port in the world. The identity is strong and has a sail signifying that it’s a port and uses a circular element with a black border to contain the sail.

5. DALIAN

Dalian, China is the 6th busiest port in the world. It has a strong wave, current splashing across its wordmark. Signifies a lot of movement, strength and force.


CASE STUDIES Major Ports of India

1. JNPT, MUMBAI

3. CHENNAI

Jawaharlal Nehru Port Trust is one of Mumbai’s two ports. It recently had undergone a change in its identity, with the new one signifying the Globe on water and the arrows signifying travel around the world, with a boats steering wheel.

The port of Chennai has a simple, to-the-point logo. It has a ships anchor signifying that it is a port against a blue circular background.

5. COCHIN

The Cochin port also has a circular logo with the front end of a ship sailing on sea inside the alphabet ‘C’ probably signifying Cochin. The entire visual is enclosed in another 2 half circles on top and bottom, in blue and light grey.

4. PARADIP 2. MUMBAI PORT TRUST

The Mumbai port has a 4 part logo, with each part signifying, a sail on sea, a lighthouse, a ship and a dock. It is too complex and outdated for today.

The Paradip port trust, Orissa has a very old logo with a vector of ships and land inside a circle, complimented with a ribbon below where the ports name is also written in Hindi. ten


Private ports in Andhra Pradesh

6. MORMUGAO

1. GANGAVARAM

The Mormugao port also has some of the common elements which are used in JNPT’s logo, like the globe, an anchor, the Blue colours, a lighthouse. It looks too complex and consists of way too many elements.

The Port Gangavaram, one of the main competitors for the Vizag port has a Ship in perspective signifying strength and power and the waves signifying waters. It is minimal and works in today’s times compared to the old logos of the existing ports which haven’t undergone a change in a very long time.

7. KANDLA

The Kandla port also derives heavily from the Mumbai port showing a number of images in its logo, a lighthouse, a factory/warehouse, and some equipment. Too old for today.

2. KRISHNAPATNAM

The new Krishnapatnam port has its coastline and geographical features with yellows and blues showing that it is new and has global standards.


SCENARIO BUILDING Importance of the East Coast

Need to rebrand

* Trade with China is surging and its emergence as India’s largest trading partner * Ports on the west coast have traditionally handled twice the amount of container traffic which is all set to change * Demand for coal to fuel projects on the east: - lead to growth in east coast projects - need to import 120 million tonnes of coal a year by 2015 * Increased rail connectivity * Rebuilding of Japan - Demand for import of cement and steel * West coast ports getting saturated; growth in northern hinterland * Singapore, Australia, South Korea, Thailand emerging prominent new trade partners for India.

* New, smaller ports commissioned to cater to growing demand * Some have already started operation * Loss of revenue and client base * Need to re-inforce and re-establish its presence in a strong way in the region * compete with the private sector * take advantage of new markets and establish a new, long term relationship

Importance of Vizag * Strategically located * Industrial town: Steel, Power, Ship Building, Eastern Naval Command, Fertilizer, Chemicals, Pharma * Well connected by rail * Deepest major port in the region

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BRAINSTORMING

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Shortlisted Option


ROUND ONE - OPTIONS

Shortlisted Option

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Shortlisted Option


Shortlisted Option


ROUND TWO - OPTIONS

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Shortlisted Options


CHOOSING A COLOUR PALLETTE The colour pallette varied from greens for eco friendly, blues for the sea and its close association to the port, browns for the kind of materials the port deals with, and yellows for opening up new horizons and opportunities. The combination of blue and green was finally best suited for a deep water port, reinforcing its green commitments.


CHOOSING A TYPEFACE

Avantgarde CE

PORT OF VISAKHAPATNAM PORT OF VISAKHAPATNAM PORT OF VISAKHAPATNAM PORT OF VISAKHAPATNAM PORT OF VISAKHAPATNAM PORT OF VISAKHAPATNAM PORT OF VISAKHAPATNAM PORT OF VISAKHAPATNAM

I was looking for a fresh typeface, which was bold, new and something which could make a statement. After a number of iterations, the Whitney family proved best as it has good legibility and could be used across a wide range of media, for print and signages etc.

Bergamo

Caviar Dreams

Copperplate Gothic Eurostile

Frutiger Black

Interstate Mono

Whitney

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PORT OF PORT OF VISAKHAPATNAM

VISAKHAPATNAM The alphabets P and V are arranged such that they look like an anchor used as a metaphor and also, the side elevation of a ship. The circle symbolising connecting the globe and the waters signifying the depth of the port, as Vizag port is one of the deepest in the country. I used the font, Whitney as it was crisp and clear and could work for signages too, which could be a part of the entire branding package of the port.

PORT OF VISAKHAPATNAM vizag port / studio 2 / siddharth dasari / APR 19

PORT OF VISAKHAP

PORT OF VISAKHAPATNAM


ROUND THREE - OPTIONS

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

Here again, P and V are used to create a positive symbol signifying positive growth, and an arrow used to signify round the clock operations.

PORT OF VISAKHAPATNAM

vizag port / studio 2 / siddharth dasari / APR 19

PORT OF VISAKHAPATNAM

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PORT OF

VISAKHAPATNAM

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

Again, using P and V to create an anchor. This one is intended to create an ‘international’ look vizag port / studio 2 / siddharth dasari / APR 19


PORT OF

PORT OF

PORT OF

PORT OF

vizag port / studio 2 / siddharth dasari / APR 19

VISAKHAPATNAM

ISAKHAPATNAM

VISAKHAPATNAM

VISAKHAPATNAM

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM thirty


Port of Visakhapatnam

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM vizag port / studio 2 / siddharth dasari / APR 20


ROUND FOUR - OPTIONS

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

Port of Visakhapatnam

P

PORT OF VISAKHAPATNAM

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Port of Visakhapatnam

PORT OF VISAKHAPATNAM Using an abstract form of the ship, taking up a direct representation of the port. It symbolises energy and freshness with the stroke

vizag port / studio 2 / siddharth dasari / APR 20


ROUND FIVE - OPTIONS

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

vizag port / studio 2 / siddharth dasari / APR 23

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PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

vizag port / studio 2 / siddharth dasari / APR 23


PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

vizag port / studio 2 / siddharth dasari / APR 23

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PORT OF VISAKHAPATNAM


FINAL LOGO The metaphor of an anchor is created by using the alphabets P and V, for Port of Visakhapatnam. The symbol is in the shape of a ‘plus’, symbolising positive growth, and the culiminating arrow pointing downwards, symbolising the depth of the port. Two waves are added to balance the form and the text placed appropriately to complete the composition. Green and blue used for freshness, signifying the sea and eco friendly practises.

PORT OF VISAKHAPATNAM

PORT OF VISAKHAPATNAM

Whitney SemiBold; 35pt Whitney Medium; 35pt

PORT OF VISAKHAPATNAM

C -78, M - 10, Y - 44, K - 0 R - 19, G - 168, B - 158 C -74, M - 21, Y - 0, K - 0 R - 0, G - 161, B - 224

vizag port / studio 2 / siddharth dasari / APR 25

PORT OF VISAKHAPATNAM

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PORT OF VISAKHAPATNAM


Port of Visakhapatnam Rebranding