Category
Brand Identity / Visual System / Logo Design / Typography / Color System / Brand Application
Role(s)
Ngọc Thuỳ An Phạm — Design Lead
Trường An Nguyễn — Graphic Designer
Nguyễn Huệ Anh Vũ — Illustrator
Client
Langfarm
Year
2024
Description
Langfarm Center is a dinosaur-themed family entertainment park within the Langfarm ecosystem. The project focused on developing a distinct visual identity for Langfarm Center while keeping a clear connection to Langfarm’s existing brand language.
Instead of creating a completely separate identity, the design system was built as a sub-brand extension. It introduces a more playful, adventurous, and child-friendly character suitable for a theme park experience, while still reflecting Langfarm’s familiar associations with nature, local products, green landscapes, and family-oriented destinations.
Project Scope
Brand identity design
Sub-brand system
Logo and symbol development
Typography system
Colour palette
Illustration and graphic elements
Brand application direction
Visual guideline structure
Digital and spatial adaptation
Working Process
Concept Research → Parent Brand Analysis → Visual Direction → Logo Exploration → Identity System → Brand Application → Guideline Setup
Objectives
The project aimed to:
Create a recognisable identity for Langfarm Center as a dinosaur-themed park
Build a visual system that feels playful, friendly, and memorable for families and children
Maintain a visual connection with the main Langfarm brand
Balance entertainment, nature, and retail experience within one identity system
Provide a flexible brand toolkit for signage, digital media, merchandise, tickets, and promotional materials
Logo System
The logo system combines a dinosaur-inspired symbol with the Langfarm Center wordmark. The symbol was designed to feel friendly and character-like, creating a stronger emotional connection with children and family audiences.
Brand Concept
Playful — suitable for children and family visitors
Natural — connected to Langfarm’s green, farm-inspired identity
Recognisable — strong enough to work as a standalone destination brand
Colour System
The colour palette uses Forest Green as the primary colour to maintain the connection with Langfarm’s natural and farm-based identity. Supporting colours such as orange, yellow, red, neutral grey, and white were added to bring more energy, warmth, and playfulness to the theme park system.
Typography System
The typography system combines a custom display style with a readable supporting typeface. The display typeface gives the brand a playful and memorable character, while the supporting typeface keeps information clear across digital and printed applications.
Application Direction
The visual system is designed to be bold, friendly, and easy to recognise in a busy family entertainment environment. Large logo usage, strong colour blocks, simple icons, and playful graphic elements help visitors quickly identify Langfarm Center across different spaces and materials.
