Toronto Port Authority rebrands
The Toronto Port Authority has rebranded itself as PortsToronto. According to the organization, the new brand is intended to raise awareness of and better reflect its consumer businesses, including Billy Bishop Toronto City Airport, the Port of Toronto and the Outer Harbour Marina. The new brand was developed by Ariad Communications of Toronto. The work includes a new logo representing the port's various business units. A dark blue wavy line represents water, while a light blue represents the sky, green represents the shore and yellow represents sunlight. An orange arrow represents future potential. The port has also adopted a new tagline: "Making Connections." A new website has been constructed at <http://www.portstoronto.com>.
"Research conducted to inform the rebranding process indicated the Toronto Port Authority name, or TPA as it was often abbreviated, was not resonating with the public," said Geoffrey Wilson, CEO of PortsToronto. "In fact the letters TPA were often confused with other organizations such as the Toronto Police Association, Toronto Parking Authority, Toronto Paramedics Association and others. Second, there was the expressed desire to have the organization work collaboratively, transparently and in partnership. Jettisoning the word 'authority' is an intentional move that personifies our mandate to work together with stakeholders, agencies, governments and the community on initiatives that benefit the city."