HAROPA, A new brand creation with a flow
2012
A common brand for three harbours : le Havre, Rouen and Paris sail away on the international stage

HAROPA

Background

The harbours of Le Havre, Rouen and Paris are the first French harbor group. In 2011, they decided to gather their organization under one unique brand, with the ambition of competing with the biggest European hubs, in terms of capacity and performance ; this new brand should sustain commercial, environmental, territorial and institutional purposes. It would help the new group to position itself as one of the main international logistic flows, and would support the French economy on a global scale.

Haropa, the logistics expert partner in Europe

True vision

In order to answer the economic and image needs of this new entity, it should be given a name and visual identity able to embody the cooperation and synergies between the three harbours, which team up to become one integrated, attractive and sustainable harbor.

Creative expression

The name HAROPA conveys all the stories behind the regroup : the harmonious gathering of the harbours, through the first two letters and syllables of each city ; the field and expertise, as Haropa could stand for Harbours of Paris ; the close sound with “Europa”, anchoring the brand geographically.

The visual identity is based on a structured lettering system and on connections between letters and words, which evokes the organization’s power and solidity, as well as the alliance of the different partners to provide a global service and optimized logistic solutions. At last, the lines of the logotype recall the activity and architecture of an harbor, as well as the Seine’s journey and meanders.

The logotype can be used with a picture inside the letters, in order to illustrate the specificities of each harbor or the brand’s different facets.

Results

For the 4th year running, 18,000 shipping and logistics professionals have elected HAROPA best European seaport of the year.

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