This new logo created by HemingwayDesign for the Dreamland theme park in Margate, England, combines traditional seaside colours with a minimalist aesthetic.
The studio headed by Wayne and Gerardine Hemingway developed the Dreamland 100 brand identity to accompany the amusement park's centennial celebrations throughout 2020.
HemingwayDesign has been working with Dreamland since its modernisation in 2015. For this significant anniversary it developed a new word mark that looks to the past as well as the future.

"HemingwayDesign's approach was to take influence from the retro style of Margate's seafront promenade and bring it up to date with a touch of modernist minimalism," said a statement from the studio.
The new logo translates the numerals into multicoloured blocks that echo the colourful aesthetic applied throughout the Dreamland site and its existing identity.
The bold logo is supplemented by a slogan celebrating Dreamland's heritage: "1000 smiles per hour, 100 years, 10 decades, 1 Dreamland."
HemingwayDesign also produced a series of animated versions of the logo that evoke the motion of the park's traditional rides, including the retro Hurricane Jets and the Scenic Railway ? the UK's oldest rollercoaster.

Dreamland's anniversary year will see it host several large-scale events at its 15,000-capacity venue, as well as presenting a programme of new art commissions.

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