Time refines our original aspirations, and perseverance forges our growth. This year marks the 23rd anniversary of the founding of the Cowboy Group.
Over the past two decades, Cowboy has remained committed to the amusement industry, staying true to our original vision: “to become a global brand that brings more joy to the world.” Through professionalism and craftsmanship, our company has built safe, happy play spaces for children across the globe.
To support global brand expansion and reinforce core values, Cowboy partnered with LKK and incorporated public creative input to launch a brand image upgrade—honoring heritage while embracing innovation, and integrating brand values with design aesthetics.
The new Cowboy Group logo reflects the brand’s founding spirit and future direction, with every detail shaped by consideration for children, the industry, and the future.
– Centered on the letter “C” (from “COWBOY”), the semi-enclosed form represents a “child-centered” philosophy, preserving the brand’s original identity.
A Smile: the most direct expression of happiness, and also the core mission of Cowboy-to let every child experience pure joy through play.
Looking up: Cowboy has spent 23 years growing steadily upward with deep focus and unwavering persistence, cherishing a beautiful vision for the future of the children’s amusement industry.
The Slide: A slide embedded into the English lettering, to highlight the industry and our company’s core products, linking the “O” and “W” to symbolize Cowboy’s role in “connecting joyful moments and strengthening parent-child bonds.”
New IP “MuMu”: Inspired by a puppy, the warm and bright orange hue radiates sunshine, energy, and childlike innocence. With its approachable and friendly character, MuMu easily connects with children, becoming a close childhood companion and symbolizing the brand’s commitment to a childlike perspective.
With the new logo as a starting point, Cowboy will continue to achieve comprehensive brand upgrades. While enhancing brand influence, we adhere to the spirit of craftsmanship and innovative thinking, continuously expand the “amusement+” industry pattern, and work with global partners to create landmark projects full of joy.