Theme Park, Amusement Park and Attractions Industry News

RCI launches new brand identity to encompass growing business

With 30 years of growth and innovation in the amusement and attractions industry, Ropes Courses Incorporated (RCI) is introducing a re-branding of  its name, logo, and colours at the International Association of Amusement Parks and Attractions (IAAPA) annual gathering this month in Orlando, Florida. To celebrate this milestone and its continuous growth during the past three decades, RCI is updating its brand and image to strengthen customer identification with the diversity of its products and its reputation for excellence within the industry.


Launched back in 1989, Ropes Courses Incorporated was focused on a single mission and product—designing and installing traditional ropes courses to provide a physical and interactive challenge for children, teens, and adults. Since that modest beginning, RCI has grown and innovated beyond that initial vision to meet constantly changing consumer demands with installations in 30 countries around the world. All RCI aerial attractions are unique within the industry as each conveniently operates without the use of cables or the need for participants to clip and unclip themselves while  in the air. The integrated safety systems ensure that each Sky Trail, Sky Tykes and Sky Rail is easy to use and requires much less labour compared to similar attractions, says the company.


While the RCI name has not changed dramatically, in order to preserve both its name recognition and brand integrity, the official/legal name was extended to include ‘incorporated’ even though the abbreviation of Inc. has been part of the brand since its inception. The addition of the full word—incorporated– reflects the broader range of products now offered by RCI while no longer limiting use of the logo for products it manufactures. It is also intended to assist with introducing new and existing customers to the company’s expanding roster of custom-designed attractions.


“To further broaden the company’s role and recognition within the attractions industry, our name and logo will change from ‘Ropes Courses Incorporated’ but still be known by the same RCI acronym ,” explained Jim Liggett, president and founder of Ropes Courses Incorporated. “Our expectation is that the updated name will reinforce the new direction we’ve been heading in recent years which includes a broader line up of interactive attractions that will appeal to a wider audience,” he said.


Plans call for the rebranding process, messaging, and graphics to be fully integrated in 2019. As part of the transformation, the individual product logos have been updated to reflect the refreshed brand identity as well. Visual representation of the products have been streamlined with eye-catching colours to signify that each is a part of the RCI family. The addition of the new “R” alongside the product name reinforces brand recognition and assures consumers they are engaging with a trusted RCI product. The color differences will allow the product logos to become well defined in their own identity while still remaining consistent with the company as a whole.


The new branding coincides with the most recent developments at RCI including the integration of the curved Sky Rail, development of challenging new elements, bold colours, and individualised themes to complement a buyer’s location. These innovations will be on display at IAAPA including a full-sized Sky Trail with a 180° curved Sky Rail at RCI’s booth inside the Orange County Convention Center. Additionally, RCI will also be showcasing 8 popular Clip ‘n Climb climbing walls and the child-friendly Sky Tykes complete with its own Sky Rail.


“Introducing RCI’s new brand at IAAPA this year will be exciting for staff and customers as we celebrate how far we have come, and the opportunities for our future,” said Jon Weston, vice president of Sales & Marketing. “We hope this sleek new look captures our enthusiasm for the future while cementing our position as frontrunner in the amusement attractions industry.”


For more information on what RCI has to offer, please visit or stop by booth #5730 at the 2018 IAAPA Attractions Expo.



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