Pentagram Reimagines Roald Dahl’s Universe For The Next Swashboggling Chapter
Image via Pentagram
When it comes to splendiferous storytelling, few authors tickle the imagination quite like Roald Dahl. Now, design powerhouse Pentagram has crafted a visual identity that captures the beloved author’s peculiar blend of whimsy and mischief, serving up a deliciously fresh look for the Roald Dahl Story Company.
The rebranding effort, which emerged following Netflix’s 2021 acquisition of the company, centers on a custom typeface aptly named ‘Fantastic Mr. Font’. Created through a collaboration between Pentagram partner Emily Oberman’s team and type foundry Pangram Pangram, this playful typography system mirrors the charming unpredictability of Dahl’s narratives.
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The typeface features distinctive alternate letterforms, complete with swashes and flourishes that dance across the page like one of Willy Wonka’s more inventive confections.
Image via Pentagram
A careful balance between light and shadow underlines this visual transformation. The updated logotype gives equal weight to both “Roald Dahl” and “Story Company,” while maintaining the ability to shift between cozy silliness and darker undertones. This flexibility allows the brand to speak effectively to three distinct audiences: preschoolers, families, and adults.
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The color palette takes a page from the books of Dahl’s literary universe, with hues that echo iconic elements like the Golden Ticket and James’s giant peach. It features hues with fanciful names like ‘Razztwizzler Red’, ‘Bibbling Blue’, ‘Squizzle Yellow’—terms that would feel right at home in the BFG’s vocabulary while paying homage to the author's love of inventive language.
Image via Pentagram
Image via Pentagram
Pentagram’s design brief centered on creating a visual language that honors the heritage of Dahl’s work while feeling contemporary and bold. This approach aligns perfectly with the company’s mission to champion “mischievous and inventive storytelling” across various media platforms, from traditional publishing to immersive experiences and live theater.
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This wondrous identity system serves as a versatile foundation for the company's expansion into different storytelling mediums, ensuring that future generations can discover the magic of Dahl’s works through films, series, games, and more. The makeover is poised to gradually roll out across all platforms, ensuring to keep the spirit of Dahl’s delightfully off-kilter narratives alive and kicking—or as the author might say, absolutely swashboggling.
Image via Pentagram
Image via Pentagram
Image via Pentagram
Image via Pentagram
Image via Pentagram
Image via Pentagram
Image via Pentagram
Image via Pentagram
[via Creative Review and Pentagram, images via Pentagram]
