Minister of Maritime Affairs and the Blue Economy, the Hon. Kirk Humphrey (left), admiring the Barbados Port Inc.’s new logo on a flag with BPI employee, Samuel Carrington.
Chief Executive Officer of Barbados Port Inc., David Jean-Marie.
BPI unveils new logo
THE Barbados Port Inc. (BPI) marked its 60th anniversary yesterday, introducing its new corporate identity.
This new logo, which is inspired by oceanic crossings, by nature and the maritime environment, was unveiled during a ceremony at BPI’s Cube Blue headquarters at Harbour Road.
“The key objective of this rebranding was to create a corporate visual identity that differentiates us amongst other ports. We hold steadfastly to our name and wanted to create an image that better aligns us with our bold new vision of becoming the most innovative, green maritime hub in the world by 2030,” said Chief Executive Officer of BPI, David Jean-Marie, who is of the view that the occasion of BPI’s 60th year was a most fitting time to introduce the company’s new logo and new strategic direction.
“Our greatest asset is our reputation. The trust that you have placed in us to deliver on our corporate promises, we guard with great care. As part of our rebrand therefore, we restate our commitment to our stakeholders in the articulation of five core values – sustainability, efficiency, reliability, innovation and teamwork.”
Minister of Maritime Affairs and the Blue Economy, Kirk Humphrey, with the click of a button, officially launched the new logo, and expressed to the gathering, “This is not about making a lot of changes; this essentially is about making change real. So that the few things that we decide to change must make a significant difference. It’s not only necessarily about a brand or logo – is that it has to be a real change in the lives of people.
“I am always asking how long it takes to get a container out – at one point we were averaging 11 days, and then it went to 5 to 6 days, and I hope to get it down to 3 days to be able to move goods through the Port. I am hopeful that we can make change real for the people who operate either in the careenage or shallow draught; I think we can make change real for the staff, so they feel much more involved in the processes of the Port; and make change real for the people who operate taxis as well – I just feel it has to be real,” he stressed.
“Therefore, the rebranding exercise is part of the process, but giving people a sense that something real has occurred is also equally important. And the Port of Bridgetown has really been in the process of trying to make this change real in the lives of people.”