Bear Grylls Survival Academy

Logo Redesign and Ongoing Design Support

In 2012, we were approached by our longstanding adventure travel client Worldwide Experience to develop a logo design for the new Bear Grylls Survival Academy (BGSA) – set for launch later that year. The project was a great success but before long, a rebrand was in order to evolve the Bear Grylls Survival Academy alongside the latest changes to the Bear Grylls brand.

The Why

Since we created the first logo back in 2012, the Bear Grylls Survival Academy has developed and expanded worldwide. At the same time, Bear Grylls himself also underwent a major rebrand, which led to a requirement for his agencies to update all of the supporting brands in the same style. To complement this new image, we redesigned the BGSA logo in 2015, working closely with Bear’s brand team to deliver an innovative new identity. The simpler and cleaner style is now in keeping with his own brand identity and is supported with a new strapline – ‘Never Give Up’ – to replace the previous ‘It may hurt a little’.

The What

Brand Guidelines
Since the new brand was established, we have created a wide range of marketing pieces for the Bear Grylls Survival Academy. We started by creating a complete set of supporting brand guidelines, to ensure that the new logo worked cohesively with Bear’s own brand guidelines. From here, we went on to develop a number of different tools and materials for various BGSA initiatives, as follows:

Course Icons
By determining precisely what each BGSA course entailed, we were able to assign an icon for each course. For example, we opted for a pocket knife symbol to represent the ‘Survive the Catskills’ course. Understanding what each course demanded also enabled us to create a ‘Centre of Excellence’ logo for BGSA, which could be applied alongside a set of themed event icons for their ‘Primal Survival’, ‘Polar Explorers’, ‘The Pioneers’ and ‘The Mountaineers’ corporate events.


Course Materials
We started by creating various leaflets to promote both team building and instructor courses. We worked closely with BGSA to understand the brief and write supporting copy – including straplines for each course type. Once these were approved, we went on to develop the design across a range of other materials including course pull ups, PVC banners and additional flyers.


Promotional Templates for Events
We crafted a set of editable A4 PowerPoint templates to provide corporate quotes and to include an overview of BGSA, details on the courses available, what’s involved and the skills that will be tested. These acted as useful sales tools to help present information as clearly and accessibly as possible.

Children’s Course Branding
For 2019, BGSA introduced a new sub-brand called ‘Bear Essentials’, targeted towards children aged 8 to 13 years old. We worked with BGSA to develop designs for this new type of course and recommend appropriate design styles to suit younger audiences. So far, we have created a flyer for the five-day course which covers subjects such as situational awareness, protection, rescue, food and water.


Other Items
We have worked on a number of other items for BGSA, including embroidered course badges, flags, vehicle livery, printed inserts and web banners – one in particular, in support of a project that Bear worked on with Netflix. We continue to work closely as brand guardians to the Academy and our relationship continues to go from strength to strength, having now worked with the team for over 15 years.

“BGSA have worked with Shine Creative since our launch in 2012. They have since become an integral part of our wider team, having guided and advised us through multiple brand developments – all of which have proved to be an entirely stress-free experience because we knew we were in great hands! They go out of their way to help in any way that they can but also invest a lot of their time and resources to not only producing the design/product you’ve requested, but taking the time to fully understand the audience and context of each piece. This not only produces a great product every time, but also makes the approval/sign off process a lot quicker! We recommend them without hesitation.”

Kirsten Lovemore, Communications Manager