For all the kiss me quick kitsch associations that come with a seaside destination, at the end of the day what Dreamland provides is what a trip to the coast has always offered - Joy. As the brand grows, the secondary line in the logo may change from Margate to address new areas of the business, but will always be encircled by a smile.

The letters that form the name of the park become a framing device - the bright shapes a nod to the huge accumulation of light, colour and type of the amusements; but with a more minimal aesthetic.

They are layered and abstracted in a way that allows them to flow between different offerings and present them as seamless. From rides, to food, to events that appeal to visitors whether families or gig-goers, it's clear that it's all happening at Dreamland.

This solution gives the park an identity that allows it's intrinsic charm to shine. Bypassing any obvious use of nostalgia, and instead embracing a simple, bold, versatile system of shape and colour gives Dreamland an identity that will grow agelessly with them as they expand into the Cinema and Hospitality sectors.

This beacon of joy down by the sea will glisten on to be enjoyed for many more years to come.