Lübeck Port Company Unveils New Brand Identity

The Lübeck Port Company (LHG) will turn ninety years old next year, and it has now received a new look. At the “transport logistic” trade fair in Munich, the company recently presented its new outfit. Bold colors replace the old logo, the silver-gray box with the three letters. The design also includes the claim “Your TransPort”.

(Lübeck) The new logo impresses with its clear, simple shape. Its three elements reflect the trimodality of the port facilities. At the center is the bundling point, surrounded by guiding arrows. They represent both a ship and hands that carefully protect the goods of partners and customers.

The current corporate colors of the LHG are not a reinvention but rather a dynamic evolution of the previous look. The shade “Port Orange” consciously picks up the well-known orange of the LHG and adds a bit more depth to it. Orange is the color of the work clothing worn at the terminals – and thus an immensely important part of the identity of the port operator. “Baltic Blue,” the deep blue of the sea, expresses the connection to the water.

New Brand Identity Well Received

Over the past nearly 90 years, the LHG has gradually developed into a modern logistics company. Whether in the office or at the quay, employees face every challenge together and bring the most diverse projects to fruition. Managing Director Ortwin Harms explains: “This ‘team spirit’ has been encapsulated alongside the new brand identity into a kind of value canon. It describes the philosophy of the company, how we think and act, and what we stand for.” The new brand identity has been very well received, with much praise for the “fresh look” both at the trade fair and afterwards.