With the direction of an African theme, Ectovox worked with the project team to select the name “Serengeti Springs,” evoking a vibrant waterpark environment full of life. While it is connected to a zoo, the owners preferred not to use any kind of animal imagery in the overall logo. Experimenting with the natural aspects of water in the grasslands, Ectovox created a few brand concepts before refining the organic shape of a spring of water together with stylized foliage. The font is accented with a hand drawn tribal pattern and brings an additional color palette that is continued on throughout the brand.
Final Logo - One Color Version
The finalized logo gave Ectovox a headstart on creating some initial patterns and illustrations that could be extrapolated to create frames, borders, and other artwork. Having additional freedom, Ectovox also pulled in animal elements to more directly link the zoo to the waterpark in graphics and different marketing materials. Without having photography of a built waterpark, the brand messaging had to rely heavily on the graphical illustrations of the stylescape, so Ectovox used the patterns and colorful animal silhouettes to convey the theme.
Attraction Naming and Additional Logos
The leaders of the Hattiesburg Zoo maintained a strong cultural accuracy within the different represented geographic areas of the park, which they wanted to carry over into the waterpark. With the specific African theme, Ectovox developed a series of amenity and attraction names that were influenced by native animals as well as Swahili translations. Each of these elements received its own stylized logo to further enhance its name.
Lazy River and Play Structure Logos
Slide Name Logos
Food & Beverage, Retail, and First Aid Logos
Signage and Wayfinding
Within this compact waterpark, Ectovox used signage at every turn to reinforce the brand and give Serengeti Springs’ guests a sense of place. Each “exit” sign was designed using the elements of the stylescape, keeping a familiar logo top of mind. Within specific amenities, the signage stayed with the overall look and feel of that attraction.
Slide Rules Sign
General Posted Signs
Splashpad Rules Sign