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Port of London takes on new look.

A new look branding for the Port of London is being unveiled today (Thursday, 4 October) by the Port of London Authority (PLA) to better identify the Port’s commercial activities in today’s competitive global marketplace.

To be introduced to all commercial activities and communications from 1 January 2002, the new brand takes as its identity the famous oxbow bend in the River Thames around the Isle of Dogs.  Using the colours red, white and blue, the bend has been stylised to create a striking symbol supported by the words “Port of London”.

Whilst adopting a modern commercially orientated image to reflect the Port of London’s flexible service capabilities, the familiar coat of arms with the full title “Port of London Authority” is being retained by the PLA for its regulatory activities.
Initially to be used by the PLA’s port promotion department, the new brand is also being adopted by other members of the port community and shipping lines that are regular port users.
Unveiling the new brand, PLA Chief Executive, Steve Cuthbert said: “This new identity provides the Port of London community with a strong symbol that will become instantly recognised as standing for quality of service.

“Over recent years the global ports industry has become more competitive.  Whilst the traditional PLA coat of arms continues be appropriate in regard to regulatory responsibilities, it does not reflect the commercial services offered by the London port community.”

"The new commercial identity follows on from the successful "Target London" marketing campaign of four years ago. Since then the PLA has canvassed London’s port community for their views on the need and type of new identity, with a number of design ideas considered and discarded as the global markets have changed".

“The new brand makes an unequivocal statement – “This is the Port of London” – with immediate access to the markets of London and the south east of England.

The first airing of the brand will be seen on all commercial literature and correspondence produced by PLA port promotion, including the Port’s flagship publication – the 2002 Port Handbook.  In addition, all advertising, exhibition stands and promotional material will adopt the brand, including the PLA’s purpose-built mobile exhibition unit, which travels the UK and Europe promoting the services and facilities of the Port.

A number of the independent terminal operators have already agreed to use the identity, using the symbol as a “marque” on their own corporate stationery and literature, thereby strengthening and developing the identity of the port community with the Port of London.
Suggestions for its use by the port community include permanent location signs at the terminal gates and berths, while one shipping company with a regular service between London and Europe is considering including the brand as part of the livery on its ships.