Theme Park, Amusement Park and Attractions Industry News

HemingwayDesign creates new logo for Dreamland’s 100th anniversary year

Dreamland Margate has once again teamed up with HemingwayDesign to create a striking new logo for the amusement park’s 100th anniversary.

The family-led design studio has created the unique Dreamland 100 brand for use throughout 2020, when the iconic amusement park will celebrate its centenary.

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. They have produced a striking new wordmark for the centenary aimed to appeal to lifelong Dreamland visitors and new fans alike.

In a series of playful animations, the logo comes to life by reflecting the motion and energy of Dreamland’s rides – the drop of the Scenic Railway, the spinning of the Hurricane Jets, the drama of the Pendulum and the constant activity across the park – and forms the primary visual language throughout both print and digital.

The brand celebrates Dreamland’s heritage with the slogan: ‘1000 smiles per hour, 100 years, 10 decades, 1 Dreamland’.

While a leisure venue has existed on the Margate site since the 1870s, it was not until 1920 that John Henry Iles transformed it into the pleasure garden and amusement park Dreamland – and opened the famous Scenic Railway to the public.

When the re-imagined Dreamland opened in 2015, HemingwayDesign was appointed to create the brand and design proposition. Their work garnered significant media coverage and awards, and made Dreamland one of the most sought after locations for photo shoots, music videos and family fun in the UK.

2019 has been Dreamland’s most successful year since reopening, welcoming more than 700,000 visitors to the free-to-enter park throughout the season.

A series of large-scale events, new art commissions and festival fun is being planned for the amusement park in 2020 to mark the landmark anniversary. Acts already announced include Mike Skinner (DJ set), DJ Spoony, Faithless (DJ Set), The Levellers and a huge line-up for the Soundcrash Funk and Soul Weekender in May.

Dreamland can also reveal that it will host two major international music acts on the park in the summer, each with a 15,000 capacity – the biggest events since the 2017 one day takeover by Gorillaz.

Dreamland CEO. Eddie Kemsley said: “Our 100th year will celebrate the future of Margate and Dreamland as well as its past.

“Dreamland is one of the most important and striking attractions in the country, it is part of our cultural heritage. So much love and hard work has gone into preserving and celebrating this cherished seaside attraction over the past ten decades; we are immensely proud to introduce it to a new generation of Dreamers and to give them something sensational to talk about in 2020.

“Not only do we have a huge line up of events in the works, but we also look forward to sharing stories from our past – and celebrating our loyal customers – with the rest of the world.

“This year will go down in Dreamland’s history books as one of the greatest ever – watch this space.”

Dreamland is currently open for the Winterland Margate festive celebrations on weekends and school holidays from 7th to 31st December. The park is free to enter, and guests can book tickets for the new Grotto Experience in advance (which includes rides).

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