Hats off to Luke Johnson the new pier owner for the astute rebranding, which includes a return to the old name to read Brighton Palace Pier.
Brightonian critics may perhaps feel the owners' marketing department could have been bolder, and realised that many who come here know they are in Brighton (and that there is now only one real pier) and restored the vintage logo.
However, it is one of the most visited tourist attraction in the UK outside London (200 yards from our Meet 19 venue, Edendum) and so there is a lot at stake for anything to be left to chance. The Grade II listed structure has remained in the top ten for UK attractions for many years, with an estimated 4,000,000 visits per year. For us, it's the definitely an improvement and ultimately the best compromise.