Ahead of 'BFG' Movie, Playful Brand Identity Rolls Out for Roald Dahl's Beloved Tales

London Agency Sunshine Devises Logo Ahead of Spielberg's Film

By Alexandra Jardine. Published on Dec 14, 2015

Editor's Pick

The Roald Dahl Literary Estate is rolling out a new global brand identity for all properties associated with the beloved tales of the late children's author. The logo launches ahead of the film of "The BFG," directed by Steven Spielberg, which opens next July, as well as the centenary of Dahl's birth in 2016.

Its typeface draws inspiration from a range of the author's most popular creations, with a signature palette including the colors "Willy Wonka Purple" and "Enormous Crocodile Green," created by London agency Sunshine. It also incorporates a yellow paper plane, a reference to Dahl's love of flight and career as a fighter pilot in World War Two combined with the fact that he wrote solely on yellow legal pads.

Sunshine was approached in 2014 about the brief and based the rebrand on three guiding principles developed for the estate; "Masters of Invention", "Makers of Mischief" and "Champions of Good".

"The new identity has to work far beyond the printed page," said executive creative director Hollie Newton, "to films, stage productions, websites, apps and brand partner products, translated into every language in the world."

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Dec 14, 2015
Roald Dahl Literary Estate
Managing Director:
Luke Kelly
Chief Creative Officer:
Al MacCuish
Head of Art:
Simon Holmes
Creative Director:
Simon Bird
Design Team:
Simon Dovar
Design Team:
Roma Levin
Design Team:
Chris Gove
Lesley Williams
Senior Account Manager:
Luisa Bundy
Account Manager:
Jack Keeling
Strategy Director:
Jonny Ng
Chief Operating Officer:
Gideon Simeloff
Production Company:
Not To Scale
Chris Dooley
Music Composer:
Nick Ryan

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