A New Community-Focused Identity for Ogden Point

We are excited to announce the Breakwater District at Ogden Point, a new brand and visual identity for the deep-water terminal.

The new visual identity was selected to best reflect what residents know and love most about the facility while inspiring them to explore further when visiting. The brand is designed to celebrate the history of the deep-water terminal and set the stage for the future.

The Breakwater has existed for more than a century and is one of the most loved and well used places in the city; in 2018, an estimated 400,000 people frequented the Breakwater, and the Victoria Cruise Ship Terminal welcomed more than 640,000 cruise visitors and 250,000 crew members. Combined with the Friday Nights on the Breakwater Barge, community events such as the Island Equipment Operators Association Truck Light Convoy, and many privately-booked events mean that the area welcomes more than 1.5 million visitors each year.

The Breakwater District at Ogden Point reflects what the space is meant to be: a place of commerce and a destination for all of Victoria, where locals and visitors have the opportunity to enjoy oceanfront amenities and gather as a community throughout the year. This space is an extension of the community, both the immediate neighbourhood of James Bay as well as the surrounding region. We’re looking toward the future of these critical employment lands.

Ian Robertson, CEO at The Greater Victoria Harbour Authority

The long-term development of the Breakwater District continues through its careful evolution. A detailed peer review of the current and future transportation impacts and market-readiness assessments to inform the immediate, short, and long-term opportunities for moving forward with development of the property is currently underway.

GVHA is a revenue-based organization. Revenues are generated primarily through cruise operations and are essential to the necessary reinvestment in the upkeep of GVHA’s port and marina operations, infrastructure and properties. GVHA’s aspirations for The Breakwater District are integral to the long-term sustainability these regional public assets.

We continue to be diligent with our development plans. We have one chance to develop the largest section of employment, marine industrial, and community space left in Victoria, so we are ensuring that we walk through the process at the right speed, with the right decision-making criteria in place. The development of The Breakwater District at Ogden Point will determine future uses of the site for the next 100 years.

Ian Robertson

To create The Breakwater District at Ogden Point, GVHA staff worked with Trapeze Communications, a Victoria-based branding and marketing agency. Following extensive research and testing, the new identity was developed and finalized. Within a stylized letter ‘B’ exists 10 variations of The Breakwater District logo, including the iconic Breakwater lighthouse, an ocean-going vessel, anchor, waves, and two Indigenous works of art.

The Indigenous versions of the logos were created by Songhees Nation artist Butch Dick and Esquimalt Nation artist Darlene Gait, both who worked on the Unity Wall project along the north side of the Breakwater.

Commissioning the works by Butch Dick and Darlene Gait was a top priority for our organization, reflecting the important and long-standing relationship we share with the Songhees Nation and Esquimalt Nation. Both Nations are member agencies of our organization and integral partners in our plans for the future of The Breakwater District at Ogden Point.

Ian Robertson

The soft launch of the brand was implemented between January and August 2019. It included the painting of the east wall of the warehouse at Pier A, the installation of new wayfinding markers for cruise visitors, and the creation of a 75-metre mural between Pier B and the new pedestrian-only gateway.

The launch of the brand on Sept. 18, 2019 included the unveiling of the new logos and brand elements at the Pier A warehouse. In the coming weeks, additional visual markers celebrating The Breakwater District will include signage on the Pier A warehouse, flags throughout the terminal, and a series of detailed information guides for the local community, partners, and stakeholders.

The Breakwater District at Ogden Point will allow the organization to introduce new signage and visual markers on the property, and an informed and detailed account of Peter Skene Ogden will be introduced on Ogden Point. Ogden’s story will be told within the context of his time, his place in history, and reflections on history today for future generations to consider.

Over the fall and winter, the remaining walls of the warehouse will be repainted to reflect the new brand along with the installation of new murals on the south side facing the Breakwater.

A new micro-site provides further in-depth information about the new brand, events and happenings, and next steps for the long-term plans for the Breakwater District. Visit gvha.ca/the-breakwater-district to learn more.

A celebration of The Breakwater District visual identity will be held on The Breakwater Barge on Friday, Sept. 20 from 5 to 9 p.m.