The Smiler - Logo Design

The Smiler is the world’s first 14 loop rollercoaster. Not for the faint hearted, it features a series of twisted psychological effects including optical illusions, blinding lights and near misses designed to “marmalise” both body and mind.

My primary objective was to create an iconic brand identity, and visual style that capture the mesmerizing and bewildering effects of the ride.

Iconic, ownable, versatile and above all simple.