A mighty trident against a backdrop of waves will symbolize the port's three main business sectors — cruise, cargo and energy — and its three core values of strength, resilience and sustainability.
The waves not only illustrate the ocean, but also closely mirror Visit Lauderdale's logo for a symbiotic look and feel between Broward County's economic leaders.
'Conveying a strong message about who we are'
'Poseidon and Neptune used a trident to demonstrate their strength, and Port Everglades is now using the iconic symbol to convey a strong message about who we are as a leader on the ocean and in economic development,' CEO and Port Director Jonathan Daniels said.
Name recognition identified as a marketing issue
Port Everglades conducted studies of its customers, the public and staff who identified name recognition as the port's top marketing issue. After testing several designs, Port Everglades chose the icon of ocean strength to differentiate itself from the Everglades.
'Our economic enterprises — Port Everglades, Visit Lauderdale and Fort Lauderdale-Hollywood International Airport (FLL) — need a higher presence in today's competitive global marketplace,' Broward County Mayor Lamar P. Fisher said. 'Port Everglades is a powerful economic generator for our community and needs to stand out in the forefront of the business world.'
Here is the port's new branding video:
Hosting Seatrade Cruise Global and F&[email protected]
The newly expanded Greater Fort Lauderdale Broward County Convention Center at Port Everglades will play host to this year's Seatrade Cruise Global March 27-30, with the new F&[email protected] event taking place in tandem March 28-29 at Port Everglades' Terminal 2.