Lightwater Valley: Yorkshire theme park shares its ‘new vision, new era, new look’ - but people aren’t happy
With the highly anticipated reopening of a North Yorkshire theme park only weeks away, people aren’t convinced about the new owner’s ‘new look’ for the park.
Lightwater Valley, which was founded in Ripon in 1969 by the Staveley family, was put up for sale for £3m last Autumn.
In January this year, a family-owned company, Mellors Group, was announced as the new owner with the promise of new rides and attractions.
It was the new logo that proved the most controversial news, however.
Lightwater Valley, posted on its Facebook page: “New era. New vision. New look.
“As Lightwater Valley enters an exciting new chapter, we’re proud to introduce our brand new logo.
“It marks the beginning of a fresh vision for the park, with new attractions, improvements and experiences already underway.
“And this is only the start… watch this space.”
Eagle-eyed folk were quick to spot that the rollercoaster on the logo appears ‘off the tracks’ and the swings on a ride are all different sizes.
Many people commented on the post to say the logo appeared to be AI-generated.
One person commented: “I think part of the reason people will assume this is AI (other than the fact it looks so similar to many other AI designs that are floating around at the minute), is the fact that if you look closely, the rollercoaster isnt even sitting on the tracks, its floating mid air in the gap between the main track the smaller track behind it, and the positioning of the swings isn't 'correct' (which is all typical of an AI generated design).”
Lightwater Valley, however, responded.
The theme park posted: “Well…we do love a good debate at Lightwater, and it’s fair to say the new logo has got everyone talking!
“Thank you again for all your feedback – we genuinely appreciate everyone sharing their thoughts.
“We know design can be subjective, so whether you love it, hate it, or are still sitting on the fence, we are just pleased you are so passionate about the park and have joined in the conversation.
“One of the fun things about the design is that the top section is interchangeable, meaning we will be switching it up for different events and seasons throughout the year. It’s designed to be bright, playful and able to evolve with the park as we continue to grow and change.
“We are so excited to welcome you back and share the park's next chapter with you.”
People were quick to respond, claiming that even the park’s response to criticism looked AI-generated, too.
Lightwater Valley attempted to put rumours to bed.
They posted: “Thanks for sharing your feedback – 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.
“The goal was to create something bright, fun, and full of energy that reflects the spirit of a family adventure park.
“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. You’ll start to see updates across the park this season, including new signage, colours, and guest areas, and we’re excited to share these changes.”
People weren’t convinced by calls to ‘name and shame’ the design agency. One person commented: “Your design agency used AI, fire them.”