This projected business center is set in Oudenburg–a thriving city that was once an ancient Roman port. The name Portus clearly defines this place, its activity, and its relationship with the past. From this standpoint, the brand design resignified the commercial activity of the port, given that the symbolic connection to a commercial center is an innately positive image. Symbollicy, a port is still the best historical expression of commercial transactions and trade. For this reason, when working on the brand’s image, I illustrated the port with an aesthetic that referenced the commercial heyday of Flandes, using the same colors of the flemish flag. On the other hand, I balanced the name’s historical references with modern nuances that gave the brand’s boat the texture of modern currency. Thus, the texture of the watermark within the ship’s drawing resembles that of a banknote; set within a context of complementary graphic elements that project the idea of efficiency. As a result, the brand image as a whole transmits an integral message of tradition and activity, combined with efficiency and good business.
