The Pleasure Beach in Blackpool, Northern England, is one of the UK's most visited tourist attractions. Seven million people visit it each year and enjoy an amusement park with over 130 attractions, including dozens of thrilling rides, ice, cabaret and circus shows and Europe's highest and fastest roller-coaster. It was established 100 years ago, and wanted a fresh identity that reflected its history but helped to attract new and younger visitors. <br/>This identity is based on an exclamation mark, summing up the opinions of visitors – usually, “I loved it!” The scheme has the ability to use expressive typography and imagery, and includes a complete re-design of the resort's signage system, using a specially designed triple width typeface.
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