Monday, February 25, 2013

New Brand Mark for Busch Gardens Parks: New Look of Logo and Coaster Tree Icon Debut in 2013 Advertising Campaign

Consumers may notice something new in Busch Gardens advertising campaigns launching in January: a new brand mark. The company debuts a new look for the Busch Gardens brand mark, or logo, seen first in 2013 broadcast, print, digital and out-of-home advertising campaigns. The new brand mark will replace the old one at both park locations in Tampa, Fla., and Williamsburg, Va., over the next several months.

Over the past two years, extensive guest research was conducted through both quantitative surveys and qualitative focus groups, to better understand guest perceptions about the Busch Gardens brand and what drives their choice to visit the parks. These consumer insights helped influence the development the revised logo.

“For more than five decades, the Busch Gardens parks have been known for offering an unparalleled mix of thrilling coasters, entertaining shows, natural environments and animal encounters,” said Michael Hartman, Senior Marketing Officer for the Busch Gardens brands. “The new look will help consumers better identify the Busch Gardens brand with those experiences and memories when they visit these parks.”

The logo evolution includes a newly refined font type in a color palette better representing the lushness of the parks’ natural landscapes, as well as new iconography in the form of a “Coaster Tree.” The new icon is the expression of both a coaster and a tree, the intersection of thrills and nature, visually portraying the fun that guests experience at both Busch Gardens parks. 

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