Thorpe Park in Surrey has unveiled its new logo, the first change in 15 years.
Introduced in 2008, the former orange and blue ‘infinity’ design has been replaced under a re-brand for 2024.
The unveiled logo sees simple two-tone white text on a purple background, although colours will be widely rotated.
Speaking with guests on its annual pass Facebook page last month, Thorpe Park said the current logo “no longer represents” the park, or its “future brand vision”.
‘Feel-Good Thrills’
The rebrand will coincide with the opening of the park’s new rollercoaster Hyperia.
Thorpe Park’s website now states that the park is on a “mission to become the home of “Feel-Good Thrills”.
In a suggestion of a change in communication style, the park said it would “say it how it is”.
“No sugar coating, no corporate jargon – just the naked truth. Information is upfront and freely available, so the only surprises on the day are good ones.
“Honesty works both ways, we want our guests to give genuine feedback, and we’ll act on it.”