After celebrating its 50th anniversary last year, an award-winning tourist attraction has announced a revamp to "mark the start of a new era".

Bewdley's West Midlands Safari Park has announced a new logo and name as well as a series of attractions and events ahead of opening daily for its main season this weekend.

Under the stewardship of the Looping Group since 2018, the park has expanded in recent years, with unique onsite accommodation, upgraded animal habitats, and new attractions.


Read more: Kidderminster College students learn at Barratt Homes site


The park's new logo features a playful font and introduces a giraffe as the key icon.

The park's head of marketing, Rochelle Zare said: "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.

"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."

The park's managing director, Chris Kelly, said: "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.”

Other than the logo, the park will also return the 's' into Midlands, renaming from West Midland Safari Park as it was for 50 years.

From March onwards, visitors will notice the updated logo featured across the park's signage and digital channels, including a new website.

Not stopping there, the park plans to expand its offerings with new attractions and events this year, and is open daily from Saturday (February 10).