Roald Dahl works to be unified through creation of new logo and overarching brand ethos

The wonderful and macabre world of Roald Dahl is set to reignite as the world famous author’s literary estate aims to bring together his diverse range of works under a unifying brand for the first time having appointed Sunshine Agency to develop and evolve its proposition and branding.

The appointment of the London-based creative agency will see it charged with establishing three core principles across the estate for the writer of many beloved children’s books such as Charlie and the Chocolate Factory, Fantastic Mr Fox and The Witches. The revamped branding will ultimately lead to a raft of new adaptations on film, TV and stage.

Sunshine will develop the new strategy around the estate, aiming to emulate the following mantras; ‘masters of invention,’ as well as ‘makers of mischief’ and ‘champions of good’ in order to offer a clear vision for future activities.

A newly developed logo and animation will be central to connecting such activities, inspired directly by the late author’s work. This includes a yellow paper plane, to reflect the legal paper on which he wrote as well as his love of flight, while also including a range of colours that will make up the Roald Dahl colour palette.

The colours include Willy Wonka Purple and Enormous Crocodile Green and will be visible across all associated media, publications and products including online assets such as official apps and websites.

Roald Dahl’s grandson, Luke Kelly, who is managing director of the Roald Dahl Literary Estate, described the current period as “incredibly exciting” with movies, stage and publishing and TV projects all in the works, as well as a number of promotions connected to the author’s work.

"With so many ways for children and their families around the world to engage with my grandfather’s stories and characters, it was vital for us to have a high-impact, consistent look for the brand which was also user-friendly for all our key partners. The team at Sunshine met this challenge with enthusiasm, creativity and rigour in equal measure. We couldn’t be happier with the results, which are already achieving the desired effect,” he added.

Al MacCuish, Sunshine’s chief creative officer, described Dahl as “one of the biggest names in entertainment, storytelling and creativity” and added that the project is “an honour” to work on.

“With the release of Steven Spielberg’s directed The BFG movie and the centenary of his birth both next year, the timing is great to further ignite worldwide interest in Roald Dahl,” continued MacCuish.

The creation of the logo animation (see above) saw Sunshine work with director Chris Dooley of production studio Not to Scale and music composer Nick Ryan.

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Stephen Lepitak

Stephen Lepitak is editor of The Drum, with responsibility for overseeing the day-to-day running of the content produced for the various platforms run by the publication. Over the years he has interviewed agency network bosses such as Sir Martin Sorrell, Maurice Lévy and Arthur Sadoun, as well as Cindy Gallop, Kim Kardashian, film directors James Cameron, Spike Jonze and producers Harvey Weinstein and Lord David Puttnam. With a keen interest in media and breaking news, Lepitak has been with The Drum since 2005 and is based across its UK, US and Asia operations.

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