Marina Port Vell’s new identity unveiled at the Monaco Yacht Show

One of the most ambitious marina transformations in Europe was today, 22 September, unveiled at the Monaco Yacht Show. Barcelona’s Marina Port Vell revealed its new visual identity and marina layout, with the new superyacht marina due to open in Autumn 2012.

The decision to rebrand was made following Salamanca’s purchase of the port in July 2010.

Aesop, the brand story telling agency, was appointed to provide a complete brand solution for the marina. Their first brief was to undertake extensive research to ensure that business and brand strategies aligned. Then followed the brand identity which is being rolled out today and implemented across signage, uniforms, website as well as all communications collateral. The agency is also working closely with the architects of the new marina to ensure that the brand identity is consistent with the environment there.

Roger Hart, Chief Executive of Aesop said: “We spent a couple of months immersing ourselves in the superyacht world – interviewing captains, crew, industry experts and the like – to understand the market and we subsequently created the strategy and positioning of ‘the best home port in the med’.”

 Martin Grimer, Creative Director of Aesop added,“The visual identity aligns perfectly with the ‘moral’ of the brand story: “Moor in the City”. The logo itself is an aperture shaped ‘M’ with a playful nod evocative of boats entering the marina”

Martin Bellamy, Chairman and Chief Executive of Salamanca Group said: “Aesop’s brand story process informed our business strategy for the marina, and they created a striking visual identity to deliver the impact we need to stand out from other marinas around the world.”