Pontin’s and Captain Croc get QED look

Holiday camp company Pontin’s has turned to The Quite Extraordinary Design Partnership to create a vibrant new corporate identity.

The new designs, which feature a hand-drawn typeface with bright colours, will be used for its eight “family favourite” centres. They are intended to create a clear brand-positioning and personality to appeal to its core audience of parents with young children.

They also help create a new image for Pontin’s, which has begun a four-year 55m project to overhaul its family estates.

The strapline “The party for kids” will appear on some signage, along with a redrawn version of its Captain Croc personality.

QED, which is primarily known for its food packaging design, says the identity should help eradicate the dated image of the holiday centres. “This image is geared towards fun, fun, fun,” says Jeff Woolnough, a partner at QED. “The client has been very brave to go for such as radical change, but it really reflects how Pontin’s has been updated.”

Simon Sheard, sales and marketing director at Pontin’s, adds: “We said bye-bye to the Hi-de-Hi image years ago, but it has remained in many people’s minds. The new identity will now help up establish a clear brand-positioning and personality.”

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