Sea Connection
Our History
For those who are hearing about SeaWorld for the first time, SeaWorld is more than just a location, it is a unique concept, a world that deeply explores and celebrates ocean life. Founded in 1964, SeaWorld was originally established as a park for entertainment and display of marine life.
Timeline
The second SeaWorld park opened in
Orlando, Florida, expanding the brand’s reach. Meanwhile, regular shows and exhibits continued to attract visitors to SeaWorld San Diego.
SeaWorld continued to expand, launch-ing new marine parks like San Antonio.
Greater emphasis was placed on conser-vation and education, emphasizing responsibility towards marine life and the environment.
The Hubbs-SeaWorld Research Institute was established to support marine research and conservation efforts.
Collaboration with Discovery Commu-nications led to the creation of televi-sion programs related to marine life.
SeaWorld continues to prioritize educa-tion and conservation, collaborating with animal protection organizations to promote marine conservation and sustainability.
1964
1970s
1980s
1990s
2000s
Today
SeaWorld was founded in 1964 by
Milton C. Shedd, Ken Norris, and David
Demott. The first marine ani-mal-themed park opened in San Diego,
California, featuring marine life perfor-mances and exhibits.
SeaWorld began to emphasize its educational and environmental mission, imparting knowledge about marine life to visitors through exhibits and interac-tive activities.
New marine life exhibits and animal performances were introduced, includ-ing killer whale and sea lion shows.
SeaWorld’s brand image gradually became associated with the conserva-tion and protection of marine life.
SeaWorld embarked on global expan-sion, including the opening of a new marine park in Tampa, Florida.
The focus remained on conservation and education, underscoring responsi-bility for marine life and the environ-ment.
This period also saw controversy emerge, with issues such as captive displays, animal welfare, and whaling activities garnering public attention.
BRAND
FUTURE
The original SeaWorld represented the ocean entertain-ment concept of an era, but it has continued to evolve and change with a deeper understanding of marine ecology and animal welfare. This historical background laid the foundation for SeaWorld’s subsequent transformation and development, making it a marine theme park that is more focused on education and conservation today.
Visualization
Current:
SeaWorld was previously known for its entertainment-focused approach, featuring captivating animal shows that drew large crowds. And the marine life shows, particularly leaping killer whales and smiling dolphins, became iconic images.
However, this image has been tarnished by controversy surrounding the treatment of marine animals.
SeaWorld
Logo Sketches R1
Current:
SeaWorld was previously known for its entertainment-focused approach, featuring captivating animal shows that drew large crowds. And the marine life shows, particularly leaping killer whales and smiling dolphins, became iconic images.
However, this image has been tarnished by controversy surrounding the treatment of marine animals.
New Logo
The design of the logo uses a clever combination of three elements, which not only breaks the monotony of traditional ocean-themed brands, but is also unique in form. Through the organic combination of these elements, the overall design displays SeaWorld’s core values in an eye-catching way, aiming to attract the target audience and consolidate the brand’s position in the hearts of consumers.
AUDIENCE
PROFILES
In the heart of marine marvels, Seaworld emerges as a beacon of oceanic wonder, education, and conservation.
Seaworld want to redefine the way we connect with the ocean, fostering a deep sense of respect and responsibility for marine ecosystems.
High Affinity
Ella Martinez / Female
22
Biologist
San Diego
A What they concern
B How they learn.
B How they have fun.
She often worries about ocean pollution because she has seen the devastating impact it has on marine ecosystems during her research.
A
A
She’s also concerned about plastic waste because it’s a major contributor to marine pollution.
B
She broadens her understanding of marine ecosystems because she regularly volunteers at a local marine research center, immersing herself in hands-on learn-ing experiences.
B
She also pursues online marine biology courses because she believes that continu-ous education is crucial for effective conservation.
C
She finds joy in exploring the coastal hiking trails because the breathtaking ocean views and coastal wildlife inspire her work in marine conservation.
C
She enjoys salsa dancing at local clubs, which connects her with her cultural heritage and provides a vibrant way to unwind.
Raj Patel / male
30
Conservationist
Mumbai
A What they concern
B How they learn.
B How they have fun.
A
He is deeply concerned about overfishing because he has witnessed its effects on Indian coastal communities and the marine life he strives to protect.
A
He’s also worried about water pollution because it threatens the health and liveli-hoods of many in his region.
B
He acquires extensive knowledge about marine conservation because he actively participates in research projects and shares his findings with the community.
B
He’s motivated to preserve the oceans by studying their ecosystems and the challenges they face.
C
He enjoys exploring the bustling markets of Mumbai because they offer a rich tapestry of culture and culinary delights that recharge his spirit.
C
He relishes classical Indian music performances because they harmonize with his deep respect for traditions.
BRAND
ATTRI-
BUTES
In Seaworld’s brand design, we focused on entertainment, education and conservation which are the pillars of our brand, providing visitors with an enjoyable entertainment experience, imparting ocean knowledge, inspiring a love of nature and emphasizing responsibility for the environment.
Creating a unique and engaging brand experience. Our design aims to enhance these characteristics and solidify
Seaworld’s leading position in ocean-themed entertain-ment.
