The European leisure park operator has unveiled a new corporate identity designed to reflect its expanded portfolio, strengthen its employer brand and support future growth.
Looping Experiences has launched a new corporate identity as the European leisure operator prepares for its next stage of expansion. The change follows 15 years of growth that has seen the business develop from seven parks into a network of 21 attractions across eight European countries.
Announced on 6 July, the rebrand sees Looping Group become Looping Experiences. The company says the new identity better reflects its broader portfolio, which now includes amusement parks, water parks, animal parks, aquariums, edutainment attractions and immersive accommodation. Together, the parks welcome more than 7.5 million visitors each year.
Founded in 2011 through the acquisition of seven parks from Compagnie des Alpes, the business has completed more than 14 acquisitions while retaining the individual identities of its attractions. The company said the new corporate identity aims to raise awareness of the parent brand across Europe, strengthen recruitment and reinforce a shared culture throughout the organisation without affecting the branding of individual parks.
The visual identity has also been redesigned in partnership with branding agency Blackpizza. The new logo focuses on the double ‘o’ in Looping, using a symbol intended to represent movement, discovery and the diversity of experiences across the group’s portfolio. A revised brand architecture introduces colour-coded graphics for its principal business sectors, including attractions, aquariums, animal parks, water parks, accommodation and edutainment.
Laurent Bruloy, chief executive officer of Looping Experiences, said: ‘Behind every visit to one of our parks lies much more than an attraction or an activity: there is an experience – a moment of emotion, discovery and connection shared with family and friends. With Looping Experiences, we are reaffirming what has always been at the heart of our group, while reflecting the scale and ambition of the business we have built across Europe. It is a shared identity for our teams, our expertise and our vision for the future, while preserving the unique character of every park.’
Since June 2023, investment firm PAI Partners has been the group’s reference shareholder, supporting its continued expansion across Europe. The introduction of the Looping Experiences brand signals the latest step in the company’s long-term strategy as it continues to grow through acquisitions while maintaining locally recognised park brands.
Image: Looping Experiences
