Toronto (January 19, 2015) – The Toronto Port Authority (TPA) today announced that it is rebranding itself PortsToronto effective immediately. Created by award-winning Canadian strategic marketing agency Ariad Communications, the new PortsToronto name and brand architecture is designed to drive increased awareness and understanding of the organization by strengthening the connection to its consumer businesses – specifically Billy Bishop Toronto City Airport, the Port of Toronto and the Outer Harbour Marina – and better reflect the direction and priorities of the organization.
Established in 1911 as the Toronto Harbour Commissioners (THC), the Toronto Port Authority was given its name in 1999 as part of a broader federal government restructuring strategy to modernize the administration and operation of Canadian ports. The new PortsToronto brand builds on the rich public-service legacy while reflecting the current and future priorities of the organization which are grounded in customer/community service, innovation, modernization and collaboration.
“Our organization has over a century of history and a legacy of building the waterfront and investing in infrastructure to serve Torontonians,” said Geoffrey Wilson, CEO of PortsToronto. “We are beginning an exciting new chapter with PortsToronto as we look at continuing to operate the very successful Billy Bishop Airport, opening our new pedestrian tunnel to the airport, growing the Port of Toronto and shipping business, managing the popular Outer Harbour Marina, and exploring new opportunities to invest our profits back into the city through infrastructure development and community initiatives.”
“Research conducted to inform the rebranding process indicated two key points: First, the Toronto Port Authority name, or TPA as it was often abbreviated, was not resonating with the public. 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.”
The new name and branding strategy is intended to better communicate what PortsToronto is and does by connecting more directly with the consumer-facing businesses that are known and valued by Torontonians. PortsToronto, in plural, refers to its ownership of both the Port of Toronto and Billy Bishop Toronto City Airport, the organization’s two largest assets.
A vector within the logo represents the various business units using a colour spectrum. The vector begins as a dark blue wavy line which represents the corporate brand and is both reminiscent of water and a nod to the heritage colour of PortsToronto’s predecessors. The line turns to a lighter shade of sky blue to represent Billy Bishop Toronto City Airport; then turns green to represent the Port of Toronto, where water meets land and ships come to dock; and then yellow to represent the Outer Harbour Marina and the sunshine and fair weather favoured by recreational boaters. The line then turns into an ascending orange arrow to represent future opportunities including the 30 Bay Street office building which is currently in the early stages of development with joint venture partner Oxford Properties. The colour scheme in the vector will be reflected in all business-unit branding elements to connect each of the units together and then back to the PortsToronto corporate brand.
The tagline for the new brand is Making Connections which speaks to the role of PortsToronto’s businesses in connecting Toronto to the world, whether it be welcoming travellers to and from Toronto through the airport, importing and exporting goods through the port, connecting the airport to the mainland through the new pedestrian tunnel, or the connection made with one’s natural surroundings at the Outer Harbour Marina or the Leslie Street Spit, which is also managed by PortsToronto.
For more than 100 years PortsToronto (formerly Toronto Port Authority) has worked with its partners at the federal, provincial and municipal levels to enhance the economic growth of the City of Toronto and the Greater Toronto Area. A financially self-sustaining government business enterprise, PortsToronto owns and operates Billy Bishop Toronto City Airport, which welcomes more than two million passengers each year; the Outer Harbour Marina, one of Canada’s largest freshwater marinas; and Terminals 51 and 52, which provide transportation, distribution, storage and container services to businesses at the Port of Toronto. PortsToronto is committed to fostering strong, healthy and sustainable communities and has invested more than $5.6 million since 2009 in charitable initiatives and environmental programs that benefit communities along Toronto’s waterfront and beyond. PortsToronto operates in accordance with the Canada Marine Act and is guided by a nine-member board with representation from all three levels of government.
Senior Manager, Communications & Media Relations