GO APE

Reframing outdoor experiences

Go Ape, the UK’s top forest adventure company, has long inspired people to “live life adventurously” with treetop climbs and zip lines. After 15 years, the brand needed a refresh to win back young adults while keeping its loyal family audience engaged.

SERVICES

Visual Identity

CREDITS

Agency Friendly Giants
Creative Director Gavin Leisfield
Designers Jake Walton, Sarah Chadder
Imagery © Go Ape

DEFINE

The goals were to create a distinctive and characterful identity to embody the bold, fun and adventurous personality of Go Ape, whilst also clarifying their offerings. Appealing to a wider audience whilst staying true to their family values was key.

DEFINE

Approach

Partnering with Friendly Giants, we focused on what would bring the feeling of the experiences to the forefront of the new brand. Not just a bold identity, but something which elevates and shapes them. Highly flexible and easy for their in-house team to use, the brand elements work within any environment, framing all the experiences which Go Ape has to offer.

Go Ape patterns of leaves, topography and bananas

Flexibility & Practicality

Hand-sculpted letterforms create a versatile, sticker-style master logo, adaptable across backgrounds, with a stencil version that lets texture and seasonal imagery show through. From typeface to assets and layouts, intentional imperfections reflect the natural shapes of the outdoors while enabling easy and enjoyable brand-building for the team, across all locations.