Our new brand identity

With new Managing Director, Victoria Lynn, at the helm, Drayton Manor Resort has unveiled a new look for its much-loved brand, with a vibrant transformation that reflects ambitious future plans and a new era for the family destination.

Bringing together its shared vision to be the place for fun and excitement through immersive experiences that can be enjoyed by all, the resort has revealed a brand-new logo alongside reimagined values that demonstrate the evolution of the resort and its offering.

The new logo mirrors the resort’s commitment to bring everyone together for unforgettable experiences that start and end with fun, while remaining true to the company’s original colours, but at the same time adding the extra ingredient of being ‘perfectly imperfect’ to convey movement and motion.

Its reimagined values demonstrate the culture and redefined purpose of the brand, and include the importance of being warm-hearted, inclusive, and authentic in approach, while ensuring a vibrant and energetic environment where everyone can connect and thrive.

Sustainability and conservation efforts are also intrinsic to the values, and the resort has pledged to respect the natural environment, consciously working towards reducing waste, increasing energy efficiency, protecting green spaces, and promoting animal conservation.

The resort, which attracts 1 million visitors each year and is home to over 100 rides and attractions, Europe’s only Thomas Land, a 15-acre conservation zoo and four-star hotel, is fast-expanding its offering with the opening of its highly anticipated Vikings-themed area set for this Spring.

With new rides and attractions that will appeal to family thrill seekers of all ages, alongside themed rooms at the Drayton Manor Hotel, Vikings has sent the UK into a flurry of excitement since its announcement and follows the success of the nautical-themed zone, Adventure Cove, which opened last summer.

The new logo and brand values signal a marked change in direction for the future of the resort, as it continues to expand its offering to cater to the family thrill market and provide unforgettable immersive experiences for guests of all ages.

The resort was formerly family-run and managed over a 70-year period until it was purchased by the Looping Group in 2020, a European company operating 16 leisure parks across the UK, France, the Netherlands, Switzerland, Germany, Spain, and Portugal.

New Managing Director, Victoria Lynn, who joined the team in April with over 22 years’ industry experience spanning world class attractions within the UAE, will be instrumental in delivering Looping Group’s vision for the future of the resort, as it continues to reinvest in improving its offering, affirming its position as one of the leading leisure destinations in the UK.

Victoria said: “The future of Drayton Manor Resort is certainly bright, and I am delighted to be joining such an incredibly talented team at a pivotal time of growth and positive change for the brand, while ensuring they continue to feel inspired and motivated to deliver the best possible experiences for guests. 

“The relaunch of the brand has been in the works for a long time, and so much thought, care and meticulous planning has gone into creating our new logo and values, which really bring to life who we are and why we exist, alongside solidifying our core principles and attitudes towards the care of our guests, and the sustainability of our business operations.

“It also frames the future direction of the resort perfectly, with a shift in focus over the coming years to capture a more diverse family thrill audience, with new rides, attractions and immersive experiences that cater to guests of all ages. 

“I look forward to working closely with the team to continue driving growth and development of an already exceptional family destination, with a shared vision of creating unforgettable memories to be shared and relived.”