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Port of Santos adopts new brand

Thursday, 10 October 2019 | 00:00

The Port Authority of Santos discloses today its new brand, reflecting the ongoing transformation of the company. The evolution of the visual identity portrays its new values, of efficiency, transparency and competitiveness. The challenge that drives this moment of renovation is that of turning Santos not only the largest, but the best port in Latin America.

The new brand still carries some elements of the current one, to preserve the recognition and trust that has been built by the Port of Santos throughout the years.

In the new design, the word Santos remains visually strong, as a highlight to the name of the city where most of the port is seated. The stylized letter “S” has also been kept, as a symbol of the navigation canal’s margins and its geometric configuration. The color green, now decorating the “S”s internal arches, represents renovation, free passage and sustainability.

The new visual identity coincides with the creation of the now-legal trade name “Santos Port Authority”. The brand now displays the name in English, which is the common language of foreign trade. Thus, the role of the company of port administrator is reinforced in the new configuration, so to provide a clearer understanding for the international public. There will also be a version in Portuguese, usable in situations where the brand must accompany that of the Brazilian Federal Government.
Source: Port of Santos

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