When Improbable Escapes first began in 2015, the company was meant to be a one-location brick and mortar traditional escape room. As such, the original branding wasn’t scalable or well-applied in different scenarios.

As the company and brand grew, Improbable Escapes launched more locations both at museums and historic sites, but also in the city of Kingston. As a result, the branding needed to change to accommodate different locations and styles of gameplay.

The brand was dialled back to a simple typography-focused logo so that it could be combined with relevant imagery depending on it’s usage. For the downtown location, the simple logo was combined with a stylized HQ, and it was also combined with pictorial marks when signifying a theme – i.e. a pumpkin for their haunted attraction experiences.

When the second brick and mortar location launched with the theme of storybooks and fairytales, the logo was combined with a stylized “Wonderland” to feel more whimsical in nature.