Logo design
X Marks the spot.
As one of the top 10 container ports in the nation, JAXPORT’s leadership team was focused on positioning the port as a premier, global gateway while delivering a world-class customer experience.
Just as an “X” forms a crossroads, JAXPORT is located at the crossroads of the nation’s highway and rail network, within minutes of three Interstate highways and with easy access to two Class I rail lines as well as regional rail.
The Grammarist’s definition of “X marks the spot” states, “This is the exact location; the thing that you are looking for may be found in this exact area.”
The port’s customers sought out a seamless transportation experience, global connections, high-quality service and competitive rates: in other words, everything that JAXPORT offers.
With that mission in mind, I began my logo research and brainstorming.
I drew inspiration from interviews conducted with our executives and sales team, using their perspective on what our brand represents.
Based on their feedback I learned the two biggest questions they receive from potential customers:
Where is Jacksonville?
How many countries do you reach?
So, how could I, as designer, take these two questions and represent them in one singular mark?
I started the creative process with a map.
Using a conic map, I marked the point where Jacksonville is located. Then I made a separate point for each of the general regions JAXPORT reaches throughout more than 140 trade lanes across 70 countries.
By connecting those two points across the map, our mark began to take shape.
The letter X in our name provided inspiration and a hidden meaning, marking the spot where we are in the world, with each of our trade lanes radiating from the center
Updated Logo
Previous Logo
Website rebranding
I created new layout and designs for JAXPORT’s website to match the new brand's look and feel. Along with mobile responsiveness, a sharpened value proposition and new applications showcasing JAXPORT's global trade lanes, we incorporated a brand story page discussing our process and our brand promise to our customers.
brand Launch and integrated campaign
To introduce the bold look, we launched a social media teaser campaign with posts showcasing black and white images of the port, with one of the brand colors crossing the image, on JAXPORT's Facebook, LinkedIn and Twitter accounts. For Instagram, on each of the nine days leading up to the brand launch on April 30, we posted a portion of the new logomark, so that the full logomark took shape on the day of the launch.
Using promotional items featuring the new logo, we assembled brand packages, wrote a personal note to each contact, and sent each box to a key partner or influencer in our industry in advance of the conference. This preview of the new look built excitement and activated brand advocacy for those recipients attending the conference.
JAXPORT's CEO unveiled the new look on April 30, the first full day of the conference. The event venue decor was designed to match the new brand’s colors, which included a custom wood carving of the new logomark 6’ in diameter on stage, an exhibit with the new logo in the networking area, accent lights throughout the space, napkins at the reception, and hotel guests’ room key cards. A postcard with the logo’s story graced each seat at lunch, and the mobile app for the conference was branded with the new colors as well.
As part of the announcement, we included a brand hype video, showcasing scenes and people working around JAXPORT.
Directed by Amy Klinkenberg
Shot and edited by Ryan Ketterman, Ketterman Photography
