Joining the ranks of ‘logo as image receptacle’ identities is a new scheme for Barcelona’s Marina Port Vell created by Aesop, the London-based consultancy that was formed earlier this year
Marina Port Vell sits at the end of La Rambla in Barcelona’s city centre making it a prime landing point for the yachts of the super rich. The Marina was bought by the Salamanca Group last July which is developing it into a superyacht marina to open next autumn.
Apparently, superyachts can remain in marinas for months at a time while their owners are busy running the world. This leads to problems in retaining crews who rapidly tire of sitting around waiting for the next sailing. Marina Port Vell has a distinct advantage as is it is situated in the centre of Barcelona, providing plenty for crews to do and thus making them much more likely to stay on board. Thus Aesop decided to focus on the attractions of the city in its visual identity rather than traidtional marina fare of waves and wildlife.
The mark is a capital M made from a square with boat shapes cut into it. Images of the city are then applied to the mark, featuring some of the city’s famous landmarks as well as other specially commissioned shots of city life.
That approachis also carried through to stationery and even an umbrella which looks plain on the outside but has an image from the Sagrada Familia printed on the inside.
For reference, the old logo looked like this
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