Pacific Park introduces new logo
By amusementtoday | February 3, 2016
The West Coast’s only amusement park on a Pier turns 20 years old on May 26, a variety of birthday activities are planned for the world-famous landmark
SANTA MONICA, Calif., — Pacific Park is busy preparing for its months-long 20th birthday celebration in 2016. The two acre amusement park on the Santa Monica Pier is detailing the rides, painting the exterior, refreshing the Ferris wheel with a new lighting package and introducing a new Pacific Park logo. The first change to the amusement park’s logo in 20 years, the new design features a contemporary look for a park that offers an authentic amusement experience, as described:
“Pacific Park’s logo symbolizes the only park on a pier that faces a sunset — and not any sunset, the iconic Southern California sunset, which echoes the shape of the pier especially when viewed from south of the pier. The baseline of ‘Pacific Park’ implies the wooden deck, with water underneath. ‘Santa Monica Pier’ subtly echoes the pylons beneath the deck, going into the water. Unique to the design is the beautiful double-entendre: sun over horizon – equals – wheel over pier.”
Pacific Park’s new logo is the leading element in a brand platform that includes a new visual identity for its advertising design, collateral development and in-park signage program, among other marketing activities.
“This is a very special time for Pacific Park and the Santa Monica community as we begin to celebrate our 20th birthday on the Santa Monica Pier,” said Jeff Klocke, Vice President at Pacific Park on the Santa Monica Pier. “The new logo reflects the rich tradition and unique qualities of the Pier and Park while celebrating the quintessential California beach and amusement experience. Pacific Park is a special two acre theme park that helps attract more than 8 million visitors annually to the Pier.”
As a part of the 20th birthday celebration, the Park also introduced a new vision statement: “Our purpose is to provide an authentic California amusement experience, where guests of all ages play together in a safe and unrivaled setting.”
VENT, LLC in Los Angeles created Pacific Park’s new logo and brand platform.
Pacific Park on the Santa Monica Pier, offers 12 amusement rides, 14 midway games, an oceanfront food plaza and beachside retail shops. In addition to the Pacific Wheel, the world’s only solar-powered Ferris wheel, Pacific Park’s signature rides include The West Coaster; as well as Inkie’s Air Lift Balloon Ride, the high-flying, family-sharing kids’ ride.
