LMC Design
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Chessington World of Adventures Resort

LMC has been the proud custodian of the Chessington World of Adventures brand for over a decade. In 2024, the park invited us to refresh the brand for the digital age. Understanding the equity of the iconic sunburst shape within the logo, we incorporated this into a toolkit including unique patterns and icons in order to create a unified brand identity. The refresh is modern, dynamic and adventurous, all while embodying the charm of one of the UK’s most loved theme parks! 

 
 

A burst of new life for an iconic brand 

LMC has been the proud custodian of the Chessington World of Adventures brand for over a decade. In 2024, the park invited us to refresh the brand to fit with their new positioning.

Understanding the equity of the iconic sunburst shape within the logo, we incorporated this into a toolkit including unique patterns and icons in order to create a unified brand identity. The refresh is modern, dynamic and adventurous, all while embodying the charm of one of the UK’s most loved theme parks! 

 
 
 
 

Out in the world

LMC also created an eye-catching OOH summer campaign for the park utilising the refreshed identity. The sunburst acts as a portal into the world of Britain's wildest adventure!

 
 
 
 

A Year of Eventures

Building on LMC’s previous seasonal variations of the main logo, a fresh look was developed for the park’s “Year of Eventures.” The newly refreshed identity, which focuses on the heritage of the sunburst shape, has been developed to work across all the annual events and is complemented by five new seasonal patterns to add to a new toolkit of assets.