Work / Adventure Park

Adventure Park

An identity for a park inside a mall.

Emaar · Culture and events · Branding

The markThe logotype on sky, the ground of the opening billboard.

Emaar Entertainment's indoor family park at Dubai Hills Mall. The letters are the ride: sketched, tilting and three-dimensional, they read as mid-bounce. The two gradients are the sky and the lights against the ground and the go; the wave is the slide, and the mall's motion cutting through the photograph.

The delivery: the logotype, a 22-page guidelines document, a palette of seven solids and two gradients, two typefaces, grid layouts for print and digital, the banner set, the social and story templates on the wave device, the EDM layouts, and the mock-ups of the billboard, the tub, the cup, the tee and the tote.

The constructionSix layers, each fixed in its place, on the guidelines' clear-space grid.
The colour versionTwo gradients inside a maroon and orange edge, never recoloured.
The groundsThe palette moves behind the mark; the mark keeps its colours.
Seven solidsSky, blue, purple, lime, green, orange-red and maroon.
Two gradientsSky to purple, and lime to green, each built from the solids.
The rideThe letters at full tilt, larger than the frame.
The watermarkThe logotype past the edges, tone on tone, as it runs across the tote.
The ideaThe line, in the headline face.
The waveThe slide's edge, in lime with the dotted pattern.
The Fritz alphabet and figures from the Adventure Park guidelines
FritzThe headline face, regular, in capitals only.
The Visby Round alphabet and figures from the Adventure Park guidelines
Visby RoundThe reading face, from Extra Light to Heavy.
The gridsThree layouts: 80, 85 and 100 per cent key visual.
The Adventure Park billboard in the mall
The billboardOpening soon, on sky, in the mall.
The ice-cream tub with the sky band
The tubA sky band and the logotype.
The clear cup with the logotype
The cupThe logotype printed on clear plastic.
The lime tee with the logotype on the chest
The teeLime, the logotype on the chest.
The lime tote carried through the mall
The toteThe logotype over its own watermark.
The setTub, cup, tee and tote, drawn flat at one scale.
The postThe key visual under the lime wave.
BannersThe logotype placed as the guidelines set it, three formats.
The storiesThree story templates, two of them on the wave device.
The mailer800 pixels wide, the logotype at the head.

Adventure Park, Dubai Hills Mall, for Emaar Entertainment. Identity, guidelines, templates and mock-ups by Alternative Space. The billboard, tub, cup, tee and tote frames are renders. Typefaces Fritz and Visby Round.

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