The Alabama Port Authority has unveiled a new brand identity and launched a coordinated logistics platform called Mobile America Express (MAX), marking what officials describe as a major step to strengthen Alabama’s economy and expand the state’s global trade reach.
As Alabama’s only deep-water seaport, the Port of Mobile plays a central role in connecting businesses across all regions of the state — from agricultural producers in the Black Belt to advanced manufacturers in North Alabama — to national and international markets. Officials said the rebranding effort is intended to reinforce the Port’s identity as a statewide economic driver.
The new branding initiative includes a redesigned logo and a new service platform aimed at highlighting Alabama’s strengths in logistics infrastructure, available industrial sites, and workforce capacity.
Doug Otto, director and CEO of the Alabama Port Authority, said the new branding reflects the Port’s broader economic role across Alabama.
“Our responsibility is not limited to the waterfront in Mobile,” Otto said. “We are Alabama’s port — serving all 67 counties — and our infrastructure supports economic opportunity in every corner of our state. This new focus highlights our strongest assets – the deepest port in the Gulf, unparalleled connectivity through rail, highways, and inland waterways, and a workforce that can surpass businesses’ needs today and in the future.”
The rebranding includes a refreshed visual identity, a unified brand structure connecting the Alabama Port Authority and the Port of Mobile, and a redesigned website intended to better serve customers, economic developers, and industry partners statewide.
Central to the rollout is Mobile America Express, or MAX, a logistics coordination platform designed to streamline access to Alabama’s multimodal transportation network, including rail, highways, inland waterways, air connections, and intermodal facilities.
Officials said MAX will connect Alabama businesses more efficiently to domestic and international markets by integrating transportation assets across the state. The platform is also designed to strengthen Alabama’s economic development efforts by helping communities promote the state’s infrastructure advantages to potential investors.
With five Class I rail connections, inland waterways, major interstate access, and air connectivity, the Port of Mobile provides critical infrastructure supporting exports, manufacturing growth, and distribution investment throughout Alabama.
Otto emphasized that infrastructure remains essential to economic growth.
“Economic development today depends on infrastructure,” Otto said. “That infrastructure is our greatest strength. When Alabama businesses have reliable access to global markets, communities grow, jobs expand, and our state becomes more competitive.”
The Alabama Port Authority continues investing in terminals, intermodal facilities, and inland logistics infrastructure to support future growth and maintain Alabama’s competitive position in global trade.
Otto said the rebranding reinforces the Port’s statewide economic mission.
“Through this brand evolution and the launch of MAX, the message is clear: Alabama’s port belongs to the entire state and its benefits reach far beyond the Gulf Coast,” Otto said.
Sherri Blevins is a staff writer for Yellowhammer News. You may contact her at [email protected].
