Liseberg is the largest amusement park in Scandinavia, located in the city of Gothenburg, Sweden. This year it celebrates it 90th anniversary, and last week saw it adopt a new visual identity, created by Happy F&B, also in Gothenburg.
Happy says the identity combines "proud heritage with a large dose of playfulness", positioning it as "a place for everyone, in all ages". The logo has been simplified and made into a rounded and versatile wordmark, said to communicate confidence and pride. The green rabbit that was present in the old logo is redesigned and retained as a separate symbol.