Treetops Adventure is a chain of tree ropes and ziplining parks across Australia. Originally named ‘Trees Adventure’, the Group acquired its main competitor ‘Tree tops’ and merged the two into what the brand is known as today.
Whether you’re 3 years old or 75 years old, there’s something to explore! The 13 adventure parks aim to cater for all age ranges, providing courses which are designed from novice levels up to pro.
Treetops Adventure recently branched out with their branding, employing the help of Australia-based design studio, Self-titled.
Old logo #1
As we’ve touched on, Treetops Adventure was previously two separate brands.
For now, let’s concentrate on what was known as ‘Trees Adventures’. It sounds pretty exciting, like you’re going to be able to explore the depths of the forest and push yourself to new limits. Unfortunately the old logo wasn’t sending out the same message.
Instead it looked drab and dreary and didn’t inject any sense of fun or adventure at all. Hanging from trees is very dangerous and is a thrill-seeking experience which gets the adrenaline pumping. However, the previous branding was flat and certainly wouldn’t encourage me to put my life in the hands of some else.
It was crying out for some revival and needed bringing into the modern day.
Old logo #2
Equally as bad, was the previous logo for ‘Treetops’. OK, it did what it said on the tin and immediately told the audience what the park was all about.
But is that really exciting enough for an experience where you can hang from a zip-wire, suspended in mid-air?
I don’t think so.
Plus the looped design of the old brand would have made it very difficult to apply this across different touch points. Whilst the thinking behind it is very creative, as by connecting the ‘T’ and ‘P’ it emulates a swinging rope, the design just isn’t practical.
The old colour palette is also really cliche and an obvious choice for this type of brand. Green to represent a park about trees? Iconic …
It also needs to be much stronger as the typeface isn’t bold enough to represent an experience where you physically and mentally put yourself to the test.
Make way for the merge, and more importantly, for a much-needed rebrand.
New Logo : What a Tree-t
The new Treetops Adventure logo is really refreshing!
It’s bold, polished, professional, and exudes a real sense of trustworthiness. Something which is tip top of my list when my life is quite literally hanging in the balance!
I love the colour orange as it’s not a typical choice in this space, yet it’s fun, engaging, and works great across a range of platforms. The introduction of the tree emblem is also genius as it doubles up as an upward arrow.
And since this experience is all about climbing to the top, the brand concept works perfectly. It also acts as a great visual cue if people are seeing the brand for the first time and wondering what it’s all about.
There is a great balance between the tree abstraction and the text, as they complement each other really well and don’t look at all clunked together. Both elements of the brand work well together or separately, to still communicate the purpose of the brand.
The tree/ arrow has to be my favourite thing about this revamp.
It’s such a simple shape yet it works beautifully across the rest of the brand identity. The upward direction of the emblem immediately instills a sense of exhilaration as you want to see how far you can push yourself.
The Group has also cleverly used the arrow to visually represent the increasing difficulty of different activities.
“A key point of difference for Treetops Adventure is the numerous courses designed to challenge participants at all ages and levels. We refined the existing difficulty colour system (based on ski runs) and used arrows which progressively grow as the activities get harder.” – Self-titled
So whilst the trunk size remains the same, the icon gradually increases in height as you progress onto more challenging courses. Not only is this really fun and playful, but it’s also a great way to turn a simple icon into a highly recognisable part of the brand.
This is used across various signage around the parks and creates a strong and cohesive brand message.
Also in terms of practicality, these colourful signs are great at navigating visitors around the park and stand out against the natural backdrop of the forest.
Reaching New Heights: Treetops Adventure Rebrand Explored
It’s fun, playful, captivating, and effectively communicates exactly what the park is all about. From the moment you come into contact with the logo you’re excited, and mentally you turn into Tarzan!
You can envision yourself swinging from the ropes, and feeling on top of the world. It makes you feel fearless and the branding injects that daring nature into you.
What are your thoughts? Did this rebrand go over and above? Let us know on social media, or drop us a comment below.
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Hi, I'm Amy, Content Strategist at Canny. In my day-to-day role, I'm responsible for creating content that gets you noticed and makes you stand out from the competition. Naturally, I love writing and creating engaging copy that brings your brand to life.