CLIENT
SILVER DOLLAR CITY
Services
visual identity
Verbal Identity
Brand Activation
Project Brief
With over half a century of bringing joy and wonder to the Ozarks, Silver Dollar City is a beloved destination that celebrates tradition, craftsmanship, and adventure.
Through our collaboration, we revitalized Silver Dollar City’s identity, creating a cohesive and captivating brand experience that honors its rich heritage while appealing to modern-day adventurers, ensuring its legacy continues to resonate for generations to come.
For Silver Dollar City’s logotype, we chose New Spirit, a serif font with rounded edges that reflects the bold typography of the late 1800s while honoring the park’s original logo. This selection modernizes their identity while preserving its rich heritage and charm.
To complement the serif logotype, we incorporated a contrasting italicized sans-serif font into the type system. This pairing creates a balanced hierarchy that feels both timeless and contemporary, adding versatility to the brand’s communications while reinforcing its approachable and dynamic personality.
BRAND ACTIVATION
Enough talk, more action! We brought Silver Dollar City's refreshed identity and brand system to life with a thoughtful blend of tradition and innovation. Honoring the park's rich heritage while embracing a forward-thinking vision, we explored how the new branding could shine across a variety of touchpoints—from merchandise to promotional materials. Every element was designed to capture the essence of Silver Dollar City’s story, creating a seamless connection between its storied past and exciting future.
Closing thoughts
This one hits close to home—literally. Silver Dollar City has been a cornerstone of childhood memories for most of us at Hook, including our fearless leader, Josh. (Check out the photo of him as a mini thrill-seeker below.) Getting to work on a brand we grew up loving was equal parts nostalgia and honor. We like to say we’re experts on awesome local brands because we’ve been fans our whole lives—and projects like this make that feel especially true.
