West Midlands Safari Park has announced it will be having a new look this year, by teasing a brand-new logo, with the help of some of its resident animals.

The award-winning tourist attraction celebrated its 50th anniversary last year, so the Park felt like it was the right time to embark on a rebrand and truly mark the start of a new era.

Since being taken over by the Looping Group in 2018, the Park has grown substantially, with the addition of unique onsite accommodation, upgraded animal habitats and brand-new attractions.

The Park’s logo has had a complete revamp, with a new, fun font, vibrant colours and the addition of a giraffe icon, which reflects the attraction’s exciting offering of up-close animal experiences.

Head of Marketing, Rochelle Zare, explained, “We have grown so much as an organisation, especially in the last four years, so we felt that we needed a new logo and brand identity, that can grow with us into the future.

“After thorough research, in which we invited feedback from various stakeholders, including regular guests to the Park and prospective customers, we gained valuable insight into why people love our attraction and why guests want to visit. This showed we have one of the best, immersive animal experiences in the country, so we wanted our new brand identity to reflect that, hence the addition of a giraffe icon."

She continued, “As a family attraction we wanted to get the seal of approval from our core audience, so we tested the new logo with hundreds of local school children, aged 4-11 and it was a big hit! We hope all our guests love it as much as we do.”

Ahead of unveiling the new logo to the public, the Park gained important feedback from some of its esteemed judges – the animals! 

It was a hit with the lemurs, with the whole troop running straight over to investigate, whereas Rhianna, the reticulated python, was a bit slower to approach, but quickly gave it the ‘ssssssseal’ of approval by using it as a resting stop.

The new logo’s ambassadors showed appreciation the only way giraffes can – with prolonged staring, although Henry did give it a big lick!

Finally, the logo was presented to the family of Sumatran tigers and first to approach was dad, Nakal, who took a big swipe at it, knocked it over, then sat on it, fiercely protecting it with snarls and growls. When he finally moved on, mum, Dourga approached with baby, Lestari. The logo was such a hit with Dourga, she picked it up and dragged it into her sleeping quarters, expertly navigating it through the entrance hatch.

When keepers managed to retrieve the logo, it was left with the memento of four magnificent tiger teeth impressions!

Alongside the logo, the Park will adopt a new brand identity and although their name is not largely changing, they have added the ‘s’ back into Midlands (it was West Midland Safari Park for 50 years)!

From next month, guests can expect to see the logo change across the Park's signage and digital channels, including a brand-new website, shortly followed by the release of a range of new retail products as well as staff uniforms.

As well as the rebrand, the Park has announced new attractions and events for 2024, including a family ride called Jungle Jeeps, a refresh of its playground, the chance to see cheetahs on foot in an extension of the Park’s African Walking Trail as well as new hippo and wild dog lodges.

There will also be the chance to see the Park’s latest arrivals, including tiger cub, Lestari, month-old rhino calf Malaika and a troop of tiny pygmy marmosets, who will be venturing outside for the first time this Spring. Managing Director for West Midlands Safari Park, Chris Kelly, added, “This is an exciting time for all of us here at the Park and we’re delighted to be sharing our new look after months of hard work behind the scenes. This definitely signifies a new chapter and I’d like to take the opportunity to thank all our guests, past and present for supporting us. Without them, we couldn’t continue to take the best care of the animals who call the Park home and all the conservation efforts we support for their counterparts in the wild.”

The Park opens daily for its main season, from Saturday 10 February, including the Adventure Theme Park and the best prices can be booked online in advance. Children under the age of three are free.

Admission includes a Free Return to visit again within six months, only when booking online in advance. 

Further information about West Midlands Safari Park is available from the Park’s website www.wmsp.co.uk or by telephone 01299 402114. Find out more on the Safari Park’s official Facebook page: www.facebook.com/WestMidSafari.


West Midland Safari Park
Safari Park
West Midland Safari Park

West Midland Safari Park is an award-winning visitor attraction, located in Worcestershire in the heart of England. It is home to a variety of all-weather attractions, including four miles of drive-through safari, the largest animatronic dinosaur exhibit in the UK and a theme park. With acres of versatile outdoor space, easy access from the M5 and free parking, WMSP is the perfect venue.



  1. Derek
    Oh, West Midlands Safari Park always brings back great memories! I was there last April, and even though it was pretty cold, the safari experience was as thrilling as ever. If you go there early spring, better to take something warm like rainbow fleece jacket https://www.wipeoutcreations.com/products/nhs-rainbow-fleece-jacket - it's cozy and perfect for country walks! The news about the park's new look is fantastic. It's always a fun adventure, especially with the diverse wildlife and interactive experiences.
  2. Brookz
    Does anyone know any trails around West Midlands? Thinking if I should get my hiking runners when I'll be visiting(Just picked em up at local running store https://rununited.com ). Thanks in advance!
  3. williamwill09
    Just checked out the update on West Midlands Safari Park and it’s awesome to see their new developments! It’s all about evolving and keeping things fresh, right? Kinda makes you think about how important good management and planning are, not just in attractions but in any kind of business. On that note, if you're diving into the world of business management in your studies and could use a bit of a hand, I’ve had a great experience with https://mycustomessay.com/business-management.html . They’ve been a huge help with my business management essays, offering insights and support that make a difference.

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