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13
Mar
Lightwater Valley denies AI claims after new logo backlash
Lightwater Valley's new logo received a mixed reaction this week amid claims it was generated by artificial intelligence.
The theme park near Ripon is due to reopen on March 28 this year under new ownership.
James Mellors Junior, director of new owners the Mellors Group, said he wanted to give the park “its own identity,” by updating its branding and signs in an interview with the Stray Ferret.
The company posted a new logo on its social media pages on Wednesday (March 11), depicting a carousel and two people on a rollercoaster above the theme park’s name.
The post attracted almost 400 comments on Facebook, with many of them claiming it looked AI-generated.
One person said the rollercoaster cart doesn’t look like it’s sitting on the tracks, while the positioning of the swings on the carousel wasn’t correct, which is “typical of an AI-generated design”.
Another said that AI “really cheapens the look”.
One commenter even encouraged the public to sign a petition they had set up to change the logo back.
Many people took to the comments to post their own tongue-in-cheek AI-generated logo suggestions, too.
But the theme park insisted that the logo had not been artificially generated.
In a comment on its own post, it said:
We always enjoy hearing what people think, both the good and the constructive. We’d like to clarify that the new logo wasn’t created using AI. It was developed with a design agency as part of a wider brand refresh for Lightwater Valley.
There are a few versions of the logo in circulation, so it’s great to have an understanding of which ones you prefer. You can also check out our website for another take. This is just the first step as the park moves into its next chapter.
Lightwater Valley was acquired by entertainment company Mellors Group in January. The Nottingham-based organisation’s portfolio includes Fantasy Island in Skegness and Nottingham’s Winter Wonderland.
The theme park was founded by Robert Staveley in 1969.
Under previous owners Brighton Pier Group, which acquired it in 2021, it pivoted towards rides for younger children and got rid of The Ultimate, previously the world’s longest rollercoaster.
However, Mr Mellors indicated the theme park will evolve to attract people of all ages.
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