Rock, paper, scissors… 

The project:
Using Pacific Park’s new brand style guide, take the old entrance sign that are made of wood and create an updated look and feel to the new visual branding. 

I started by looking at the style guide and logo. I knew I needed to use the Bobbin font in the design so right away I knew it would be center of attention for each of the ride names. 
The concentric circles in one of the layouts was the spark in the creation. I needed to make the 3 signs individual but come from the same look, same brand. Rock, paper, scissors…

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The 3 entrance signs were the West Coaster, Pacific Wheel and Pacific Plunge. Here are the original signs. I want to say these were created sometimes around 1999-2003. This was before I started taking over in creative. The visual and style have been out dated for awhile… a long time…

Using the concentric circles I started to doodle and create similar shapes… this was a quick and fast epiphany… I did not create other concepts… I knew I was on to something and had to move it forward. Visualizing line shapes separated with space would allow for a dynamic look and feel. The shadows from the sun and the LED lights throughout the park would shine and give life to these individual parts. 

Side note: I had several projects that I needed to get to so this was a push and get done type of project. We found money to move into production so we had to turn around quick!

  • To finalize what line shapes to use I thought about the ride and what the guest would experience. 
  • The ferries wheel, the Pacific Wheel, goes around and around so the guest experience is circular. 
  • The roller coaster, West Coaster, is a wave like motion on the tracks, going up and down. 

The Pacific Plunge goes up and down but the guest experience ride is a long up and sharp drop.

See photo. 

As you can see, with the line design, I matched the design element with the ride experience and the sign was born! Each sign has a unique look but is cohesive and work well together. We had the structure created locally with aluminum and then painted. I kept these colors primary so that they still stand well with the Park current colors. We used channel letters with a plexiglass face and vinyl for the ride names.

Experience Tip:
Sometimes you just have to move forward, fast, and go with the flow. Your first concept for your design can be a winner. If it feels right and makes sense, be confident in your design and present it. 

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Published by Orlando Ayala

Orlando Ayala is a Los Angeles-based Creative Director, Graphic Designer, Digital Marketer and Experience Strategist. Currently Orlando is the Creative Director with Pacific Park on the World Famous Santa Monica Pier leading the creative and strategic teams working in visual, traditional and digital mediums.