The 100th anniversary of Dreamland in Margate next year is being marked with a new logo by HemingwayDesign and plans for a packed programme including two major international music acts in the summer, each with a 15,000 capacity – the biggest events since the 2017 one day takeover by Gorillaz.
The HemingwayDesign logo is based on the retro style of Margate’s seafront plus a touch of modernist minimalism.
The logo is brought to life in a series of playful animations, reflecting Dreamland’s rides such as the drop of the Scenic Railway, the spinning of the Hurricane Jets, the drama of the Pendulum and the constant activity across the park.
The branding celebrates Dreamland’s heritage with the slogan: 1000 smiles per hour, 100 years, 10 decades, 1 Dreamland.
While a leisure venue has existed on the Margate site since the 1870s, it was not until 1920 that John Henry Iles transformed it into the pleasure garden and amusement park Dreamland – and opened the famous Scenic Railway to the public.
When the re-imagined Dreamland opened in 2015, HemingwayDesign was appointed to create the brand and design. The work garnered significant media coverage and awards and made Dreamland one of the most sought after locations for photo shoots, music videos and family fun in the UK.
This year has been Dreamland’s most successful since reopening, welcoming more than 700,000 visitors to the free-to-enter park throughout the season.
A series of large-scale events, new art commissions and festival fun is being planned for the amusement park in 2020 to mark the landmark anniversary. Acts already announced include Mike Skinner (DJ set), DJ Spoony, Faithless (DJ Set), The Levellers and a huge line-up for the Soundcrash Funk and Soul Weekender in May.
Dreamland CEO Eddie Kemsley (F) said: “Our 100th year will celebrate the future of Margate and Dreamland as well as its past.
“Dreamland is one of the most important and striking attractions in the country, it is part of our cultural heritage. So much love and hard work has gone into preserving and celebrating this cherished seaside attraction over the past ten decades; we are immensely proud to introduce it to a new generation of Dreamers and to give them something sensational to talk about in 2020.
“Not only do we have a huge line up of events in the works, but we also look forward to sharing stories from our past – and celebrating our loyal customers – with the rest of the world.
“This year will go down in Dreamland’s history books as one of the greatest ever – watch this space.”
Dreamland is currently open for Winterland Margate at weekends and school holidays until December 31. The park is free to enter, and guests can book tickets for the new Grotto Experience in advance (which includes rides).
For more information and daily opening times, visit www.dreamland.co.uk