VISUAL IDENTITY FOR LINNANMÄKI AMUSEMENT PARK
| Title | VISUAL IDENTITY FOR LINNANMÄKI AMUSEMENT PARK |
| Brand | LINNANMÄKI AMUSEMENT PARK |
| Product/Service | AMUSEMENT PARK |
| Category |
A02. 360° Brand Identity |
|
Entrant Company
|
DYNAMO&SON Helsinki, FINLAND
|
|
Advertising Agency
|
DYNAMO&SON Helsinki, FINLAND
|
|
Advertising Agency 2
|
IVANA HELSINKI, FINLAND
|
|
Production Company
|
TURKU UNIVERSITY OF APPLIED SCIENCES, FINLAND
|
Credits
| Markus Nieminen |
Dynamo/Son |
Creative |
| Mikko Kaivo-oja |
Dynamo/Son |
Creative |
| Emil Bertell |
Turku Type Industries |
|
| Paola Suhonen |
Ivana Helsinki |
|
| Leena Hartikainen |
Dynamo/Son |
Account Director |
| Elisa Mykkänen |
Dynamo/Son |
Visual Designer |
Brief Explanation
Linnanmäki is the most popular amusement park in Finland with over one million visitors per year. Linnanmäki attracts both Finnish people and tourists with over 40 rides and other attractions, such as arcades, games, kiosks, restaurants and events.
The Brief
During the years, Linnanmäki had added little by little new elements to its original visual identity without cohesive strategic approach. Our brief was to create uniform and versatile new visual identity that is still familiar and recognizable for the audience.
How the final design was conceived
For the new visual identity, we chose the themes that reflect the heart and soul of an amusement park: laughter, amusement, thrill and the taste of a cotton candy.
A symbol of whirl was chosen as the core element of the new visual identity. The colorful retro style whirl was originally designed as a print by a famous Finnish fashion designer. With the whirl and exclusively designed new typeface for Linnanmäki, we were able create a rich visual identity that communicates the playfulness of the Linnanmäki brand and invites people to come visit and have fun.
Indication of how successful the outcome was in the market
The new visual identity was introduced to the audience at the same time as the amusement park opened its summer season in spring 2015. The new design is used extensively in both external and internal communication and marketing. For example business cards, packaging, marketing material, sings, ads, web page etc.
Even thought it was quite a rainy summer in Finland during the summer of 2015, Linnamäki was able to attract more visitors that in the previous year. Studies showed that the attention rates were very high in the print advertisement campaign with the new visual design.