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Alton Towers Rebrand
I identified Alton Towers as a theme park that required a rebrand due to it's outdated appearance and somewhat muddled identity. I began by finding this identity and working out where this could shift to. Alton Towers is a theme park with a rich heritage, and this isn't entirely reflected in its visual language. Their current positioning within the 'magician' archetype focusses on an "escape" from the everyday, highlighting their "short break" options.
I believed that the park's positioning had some good attributes, but new ones could be useful. I used this as my starting point to create a new visual identity.
Oblivion, Rita and Nemesis: Reborn feature in their own posters, with their taglines featuring alongside the ride itself.
New Logo
The new Alton Towers logo would encapsulate the park's heritage, featuring the iconic towers alongside a typeface and colour scheme inspired by logos of the past. I also felt that it was important that the establishing year was mentioned on the logo, reminding guests of its legacy.
"Uncover the Legacy. Live the Excitement".
Visual Language and Brand Values
he new identity would maintain its previous values of escapism, creativity and ambition, and implement new "innocent" archetype values of legacy, reliability and community, with an aim to create the most distinctive and homely theme park experience in the UK.
These brand applications show how the new visual language would exist within key spaces at the park, including icons for the park map, park events and social media pages.
The new branding would also be applied to merchandise, allowing visitors of the park to take home a part of their day out.