Basically, the name Portus clearly defines a place, an activity and a relationship with the antique Rome. Then, the brand design represents the commercial activity of a port. Symbolically, the association of a Business Centre with a port is good because a port is the best historical expression of transactions.
Here the port is illustrated with the aesthetic of the time of the commercial splendour of Flanders, as well as using the colour tone of the Flemish flag, plus modern abstract graphic referents. As result, the whole image is transmitting a message that not only is sustaining the tradition but projecting senses of efficiencies and good business. The watermark of the texture of the drawing of the ship is looking to resemble the one of banknotes.
Last, the design looks also to empower the character of Centre of Business, by complementing the former associations with others from the current time and business method.