✶ CONEY ISLAND REBRANDING

⏎ Main

Coney Island is a historic seaside neighborhood located on the southern coast of Brooklyn. Known for its iconic amusement parks, beaches, and boardwalk culture, it has long been a place of energy, celebration, and escape for both locals and visitors.

During field research, I observed that many murals and graffiti in Coney Island feature ocean-related imagery, creating a fresh and expressive seaside atmosphere. Unlike these colorful visuals, the official signage along the shore relies on the outdated Steeplechase logo and standardized forms, lacking the warmth, personality, and local character that define Coney Island today.

The new tagline was created to extend the concept of “wave” across the entire design system, positioning Coney Island as an ongoing flow of events, celebrations, and vibrant energy rather than a static seaside destination.

The color palette is inspired by Coney Island’s surroundings and atmosphere. It draws from the blues of the ocean, along with the neighborhood’s vivid nighttime energy.

The logo is inspired by the soft, rhythmic movement of ocean waves, reflecting Coney Island’s seaside identity and continuous energy. The background outline can be removed when the logo is placed on dark backgrounds.