Kingfisher Logo


What's in the striking Wye Explorer Logo? What's the story? And what does it represent? Many of us know that within a brand lay a story. It's what defines a brand or a platform from which ideas and or products are produced and sold. The Wye Explorer website and future blog (Coming soon) is exactly the same. It has a story and here we tell it giving you the reading and outdoors enthusiast a better idea as to what this Wye river exploring and wild camping is all about.

It started back in 1989 when the founders father Terry Jickells died of Cancer. He'd been retired from the SAS as a pioneering operative for a few years but was still close to his former Colleagues. Author and survival expert John Lofty Wiseman was one such friend. Lofty would visit Terry often and together they would speak of the Kingfisher that visited the pond outside of his hospital window. Upon his death Lofty Wiseman purchased a statue of a Kingfisher for Terrys wife Pat the founders mother. A painting was subsequently purchased and Ex SAS Operative Jo Lock painted one all in memory of Jick. As you can imagine Kingfishers began to emerge in the household.

King(fisher) of The Castle(pool) Hereford 21.11.17

Photo by - Mike. Taken at Herefords Castle Pool

Dynamic - Outdoors -

At the same time Terry's sons Paul and Mark (founders) struggled with addictions and all the social and mental ramifications that came with it. They had always spent a life outdoors swimming in the River Wye and walking practically every where but it wasn't until their father died that the KIngfisher really came into sharp focus.

In recovery they would sit near the river Wye where they would hear the bird first before seeing it fly low in resolute flight. With its brilliant Turquoise blue it would lift their spirits bringing their father, a life long inspiration, close once more. It was a motivating force in terms of healing mentally, emotionally and physically that was rare to many people but widely known.


The Kingfishers brilliant blue Turquoise is not the result of pigment in its feathers but of sunlight. It's a solar powered bird.

There are 92 Species of Kingfisher world wide the African Dwarf at 9 and 12 g in weight is the smallest whilst Australias laughing kookaburra is the largest weighing up to 500gm.

Our Resident Kingfisher is known as Alcedo Atthis

SAS Inspired

The Kingfisher never went away as Paul and Mark continued to find healing. In fact as their affinity with it grew so did their willingness to adopt it as their mascot for an event they envisaged in the center of Hereford in 2000. A sound technology event called 'Sound Evolution' it appeared the ideal image to employ what with hearing it first before seeing it fly low in resolute flight. Of course being a brilliant natural wonder it added colour to the mix also. With no money to pay for the event they did a marathon sponsored swim adjudicated by Lofty Wiseman and others. Covering a massive 24,000 meters they raised the money for the exhibitoion and the crucial logo, which you see here today.


Terry 2nd Left

Watch the Video - Listen to the Logo Story


L-R Terry, Robo & Lofty

Designed and hand painted by Kevin Kimber who illustrates for the BBC and the Frankfirt Book Fair to name a few clients it's truly a world class outdoor image that constitutes nature, a love for the outdoors and the River Wye. Besdies this it embodied for Paul and Mark family and friendship also as well as striving to do their best it being inspired by the elite SAS regiment. Health was always at its core and so, with an image now representing all they valued in life, they later employed it as their company logo because they visulized events that were clean or heading that way.

The Turquoise Sound Company was set up after the aforementioned exhibition to organize these events, which were going to be designed to celebrate the Great Outdoors via the River Wye catchment. It was their aim to employ the most inspiring locations in the 4,000 Square KM catchment thus allying the events to the outdoor market. To know the venue, namely the Wye, they started walking the rivers. First it was the Lugg and then it was all tributaries that made up one of Britains favourite rivers visited by millions of people including that of Ray Mears.

Although many awesome ideas were explored the events and or concerts didn't materialize. It was an amazing journey that saw Paul and Mark cover over 500 miles of the Wye system together. They experienced its mountains, forests, waters, valleys and its people as documented on this website. With over 40 wild camps in addition it was a journey where life unfolded to reveal the best within them both as well as the Wye and throughout it all the Kingfisher remained.

Upon Paul's sad death in Novemeber 2016 Mark was tasked with conitnueing the exploration of the Wye. Towards the end of Paul's life it was this and the outdoors that had taken presidence. It breathed life into their relationship as twin brothers and revitalized their outllook. As a result the Kingfisher logo has been transfered from the Turquoise Sound Company to the Wye Explorer project where it feels at home. It's been on a long and arduous journey typical of any major adventure. In this sense the brand and or image speaks of determination, diversity, beauty, friendship and above all life outdoors where mental health and well being is their for anyone to discover amid the Wye and its arteries that flow through a region of the UK that Paul and Mark got to know as one of the most inspirational.

With people from across the UK and world commenting and with over 900 subscribers and over 45,000 veiws on Youtube 'Wye Explorer' as a cross boarder project is fast

becoming a well

respected outdoors brand with a unique story and heritage attatched to it. For more please do explore the site.

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