The Port of Seattle is a major hub for international trade, transportation and travel in the northwest United States. Established in 1911, the port has quickly grown, becoming the 7th busiest US seaport in 2007. From its roots until now, the port has always thought of itself as progressive. The port envisions itself as one of the “cleanest, greenest, most energy-efficient port[s] in the nation.” Visually the port has attempted to align itself with its twentieth-century mission of being the cleanest, greenest port.
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In November of 2007 — sorry we are late on this one — His Highness [sic] Sheikh Mohammed bin Rashid Al Maktoum, Ruler of Dubai [sic], unveiled the new identities for Dubai's airports, the existing Dubai International Airport (shown above) and the future Al Maktoum International Airport which will be many times larger than its counterpart and be part of Dubai World Central. (Can you imagine George W. Bush, Ruler of the United States, unveiling a rebranding for JFK or Dulles? Ha!). The sphere object is downright beautiful and feels unique to Dubai as a pinnacle of progress, excess and exuberance. It feels expensive, global and forward-looking, everything that Dubai seems to embody. Unfortuntely the same can't be said for the typography which feels like the ugly cousin of Dax (it of UPS logo fame) and is oddly positioned from the logo — but it's small enough to be inconsequential to the graphic. Both airports are architecturally branded under a Dubai Airports logo which is equally nice. Overall, this is a great execution for a city that wouldn't take anything less.
The new logo, the seventh since the company's inception, was designed internally by Enterprise, with assistance from Monigle Associates of Denver. "Our existing mark has excellent consumer awareness, but at the same time we know we need to reflect changing times and tastes," said Steve Smith, Enterprise’s vice president of marketing communications. "This evolution of our logo respects the strong equity and heritage of the Enterprise brand, while at the same time giving it a cleaner, bolder, more contemporary look. The 'Enterprise' name is also 20 percent larger in this new treatment, providing greater visibility and consumer recognition. That's especially important as we continue to open branches in more visible locations."
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