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“Mouthwatering ”

New Logo and Identity for Luna Park by SML Design

(Est. 1912) “Luna Park Melbourne has been the giant face of fun in St Kilda for over 101 years. Having been in operation since 1912, Luna Park continues to offer its customers a gamut of new and historical rides and attractions for all ages. Luna Park is also a premier event destination hosting private and corporate functions ranging from children’s birthday parties to large corporate events. Our specialised event coordinators assist in tailoring event packages to suit your desired size and budget. Luna Park also offers its function guests a secluded venue within the Park and the option to hire the entire Park for large exclusive events.”

Design by
SML Design (Melbourne, Australia)

Related links
SML Design project page

Relevant quote
Luna Park wanted to reinvigorate their Brand and to remind their audience how liberating it is to have fun, giggle and smile. The identity is designed to be a series, with the mouth conveying the multiple personalities of it’s audience and holidays and events throughout the year, so that the brand is always fresh, relevant and can adapt to any celebration or cause.

Images (opinion after)

New Logo and Identity for Luna Park by SML Design
Park entrance.
New Logo and Identity for Luna Park by SML Design
Logo.
New Logo and Identity for Luna Park by SML Design
Lock-up variations.
New Logo and Identity for Luna Park by SML Design
Seasonal or special occasion variations.
New Logo and Identity for Luna Park by SML Design
Ride icons.
New Logo and Identity for Luna Park by SML Design
Stationery.

Opinion
As a graphic rendition of the park’s entrance, the old logo was pretty much spot on, replicating the font from the facade and keeping the creepy-as-fuck maniacal face, although in a scale from 0 to Stephen King, the physical face outscores the one in the logo. Point being, the old logo, as poorly executed as it was, made sense. The new logo may be too slick for its own good… meaning that the execution is great and colorful and playful and contemporary but it has taken a bit more artistic freedom than it needed and perhaps out-classed what looks like a pretty low-fi amusement park which, really, are the best. But let’s assume the graphic direction is fine — and, for the most part, it is, it’s an amusement park… rules can be bent — what I feel is missing is the evil smile shape of the mouth… instead of the more emotion-less mouth of the new logo. If there were no previous logo or if the park’s entrance weren’t so iconic-looking I would totally love this logo on its own. It’s perfectly done and it has great flexibility for special occasions. The ride icons are also quite awesome and even the stationery is like a David Lynch version of corporate stationery.