Sydney Aquarium becomes Sea Life Sydney

A major new Sydney tourist attraction has undergone a rebrand by the company behind the London Eye and Madam Tussauds.

Sydney Aquarium has rebranded as Sea Life Sydney Aquarium after a $10m investment from the Merlin Entertainments Group.

The rebranding will kick in from September after a six-month overhaul to create a more interactive and educational experience.

The new Sea Life Sydney Aquarium will include new themed zones including a shark walk, a ray habitat, and interactive touch pool.


  1. Ann
    10 Jul 12
    3:40 pm

  2. Change is as good as a holiday. I think the Aquarium name says what it is, the other does not

  3. Dan
    10 Jul 12
    4:18 pm

  4. Seems a bit redundant. What else but sea life would you have in an aquarium?

  5. Dan
    10 Jul 12
    4:28 pm

  6. Is the additional Sea Life bit for idiots who don’t know what aquarium means?

  7. bob is a rabbit
    10 Jul 12
    4:48 pm

  8. I thought Sydney Aquarium sold fish tanks. Now I understand why they charge an entry fee…

  9. chris
    10 Jul 12
    5:41 pm

  10. It will only be a successful if the rebranding is communicated to the market with free marketing by the media. This will be the only way the rebranding will get a ROI as it will remind people it still actually exists or didn’t know it existed in the first place. Certainly cant hurt if the cost of change doesn’t lead to new visitors.

  11. Mike
    11 Jul 12
    9:00 pm

  12. Is it just me or does the new logo look like a number plate?