TEA Logo-01.jpg

Behind the Brand: Themed Entertainment Association

Clients, Creativity, Themed Entertainment

May 18, 2017 | Written by Ann Sprague

The Themed Entertainment Association (TEA) is an international organization that represents the world’s leading creators, developers, designers and producers of compelling places and experiences. This could be anything from a theme park, to museum, science center, zoo, water park, corporate visitor center, casinos, branded experiences, multimedia spectaculars, retail spaces, resorts and hospitality, destination attractions, restaurants and more.

Canyon Creative’s challenge was to refresh and revitalize the brand to create a more focused image – one that showcases the TEA as a global force in the themed entertainment industry and better reflects the diversity and expertise of the organization’s membership base. 

The first step was to update the logo. Working with the TEA Marketing & Communications Committee (Dale Sprague, Canyon Creative President, just happens to head it), we created a simplified version that features a contemporary compass-globe icon.

Original TEA Logo-01-3.jpg

TEA Logo-01-1.jpg


 “It was important we honored the old, while bringing in the new when designing the logo,” Dale said. It’s much more legible and modern now. Something that will serve the organization for a long time.”The metamorphosis continued… we rolled out new email and print marketing pieces, membership guide, NextGen presentation, corporate stationery, business cards, event banners, trade show booth, and other collateral. A brand style book provided guidelines for how to represent the organization to members, the general public and media. This included usage rules for the logo, fonts, color choices, photos, and other branding guidelines necessary to maintain consistency.



We are also worked with U.K.-based Leisure Media on a website overhaul. The enhanced site, based on our new look, was designed and programmed by Leisure Media. It is the TEA’s primary marketing tool, a member communication center, and a business hub for the TEA. The fully integrated site is user friendly, information packed, and loaded with new features, including expanded, searchable/sharable member profiles, a box office for events worldwide, a global events calendar, a blog, social media links, a members-only area, and more. The back-end content management system is easy to use for those who update the site, allowing for seamless addition of new information.


The TEA has over 1,300 members throughout the world. They’ve changed the global conversation about how great guest experiences are conceived and realized, and focused international attention on this vital niche of popular culture.

Tell us what you think. Visit Themed Entertainment Association and share your comments below.


Our Las Vegas-based agency offers creative services, including branding, advertising, traditional and digital marketing, graphic design, website development, SEO and SEM services, social media, packaging design, environmental graphics, and retail product development. Canyon Creative’s team of Imaginative Strategists is comprised of experienced designers, advertisers, writers, marketers, creative thinkers, web developers and hard-working lovers of fun. Our client list includes organizations in  gaming, hospitality, travel, theme park,  entertainment, corporate, public utility, and non-profit sectors. 


Written by Ann Sprague

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