The Port of Sale precinct has received a new identity following adoption of branding recommendations at Wellington Shire’s Council meeting on Tuesday 4 July.

Earlier this year, Council adopted a number of naming recommendations for the Port precinct, its buildings and facilities. Since then, work has been undertaken by branding and graphic design consultants, The View From Here and Design by Pidgeon, to develop branding, logos and fonts for use in various signage, promotional and marketing materials.

The new brand is a system made up of a specific font and typeface family and a colour scheme which have been customised to identify the different businesses and service providers in the Port precinct incorporating longstanding names and recognisable logos such as the Gippsland Art Gallery and Sale Visitor Centre. The branding system also caters for new entities at the Port such as the café to be located within the new Wellington Centre and new names adopted such as The Wedge.

A new logo for the Port made up of the naming words, ‘Port of Sale’, has been developed and logos for the other businesses and service providers have been largely retained.

Wellington Shire Council Deputy Mayor Alan Hall says, “Council consulted with key stakeholder groups regarding naming and branding recommendations to ensure that there was general support for the new branding system and has received strong, positive feedback.

“The brand is a system meaning it is flexible and can be used for many different applications whether it be building signage, art gallery catalogues, entertainment centre advertising, website promotions, visitor centre information brochures, library publications or café menus.

“This is yet another milestone that has been reached for this important project and a step closer towards completion of the redeveloped Port precinct in December.”

Adoption of the branding system enables design of signage for the redeveloped Port precinct and our new cultural hub, the Wellington Centre.

For further information of the Port precinct redevelopment project, contact the Executive Manager, Major Projects on 1300 366 244.