One thing that has been bugging me this year is the pure overuse and laziness of that MotherHen font! It's been everywhere! And it's not exactly the most clear of fonts to read either!
If you look at Thorpe Park's current marketing material, it remains clear to read whilst also matching their 'brand'. Alton Towers' use of MotherHen looks tacky now, and I would much prefer they revert back to the fonts used in the 2008/09 era, its seemed so much more easier to read (people who struggle to read may have issues reading some signs in the MotherHen font), and was also similar to the 'resort' part of the logo so it was coherent with the brand.
It is however nice to see the reintroduction of themed signs about the place, instead of general branded ones appearing, for example the Towers Scarefest preparation sign, and some of the new Warning Ride Area signs.
I just think that overall the marketing and branding material is once again in for an overhaul, its been used since 2011 and is, in my eyes anyways, beginning to look cheap and not reflecting the heritage of the park. At the moment I really like the design of the spanish theme park; Terra Mitica's website. It's modern, takes hints from current design trends, and isn't too busy which I think is what wrong with Alton's current website design.