Roald Dahl Literary Estate To illustrate iconic characters and scenes from your favourite Roald Dahl stories
Website — roalddahl.com
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YCN Student Awards 2016/17
Social — @roald_dahl
ycn.org
Roald Dahl Literary Estate
Brief To illustrate iconic characters and scenes from your favourite Roald Dahl children’s stories. The illustrations should appear as if they are part of a published series. Background Roald Dahl was a spy, ace fighter-pilot, chocolate historian and medical inventor. He was also the author of Charlie and the Chocolate Factory, Matilda, The BFG and many more brilliant stories. He remains the World’s No.1 storyteller. The Roald Dahl Literary Estate manages the Roald Dahl brand. Recently, we developed a new brand identity to provide a common bond between the many books, films, musicals, and even digital apps based on Roald Dahl’s stories and characters. If you had to sum us up, we are… – MASTERS of invention! – MAKERS of mischief! – CHAMPIONS of good! We believe that every child in the world should enjoy Roald Dahl’s stories just as much as we do. If you agree, then we would love to work with you. Objective This year marks 100 hundred years since Roald Dahl was born. Yet Roald Dahl’s stories are more popular than ever. We want him to stay that way. The Creative Challenge We invite you to illustrate a series of iconic scenes, featuring at least three iconic characters from Roald Dahl’s inventive, revolting, wicked, or friendly stories in a style of your choosing. None of your illustrations should be boring, safe, or predictable. All styles welcome. The scenes can be from any of Roald Dahl’s stories for children. You’ll find a list within the project pack as well as a selection of extracts for your inspiration, but you don’t have to stick to these.
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YCN Student Awards 2016/17
ycn.org
Roald Dahl Literary Estate
Target Audience Our core audience for Roald Dahl’s stories are boys and girls of the future, aged between 5 and 11. They don’t necessarily identify themselves as fans of Roald Dahl – yet! They may prefer YouTube, their games consoles, or messaging their friends on SnapChat. You should aim to make them love Roald Dahl’s stories just as much as you did once upon a time. Mandatories You can choose to illustrate between one and three scenes. Within this series, you should illustrate at least one child character, one villain character and one fantastical creature — whether this be a witch, a giant, an insect or an oompaloompa! You can select scenes from a mixture of novels, although the illustrations should appear as if part of a coherent series. The illustrations should also compliment our logo - you’ll find some copies of this in the project pack. Deliverables & Additional Information For guidance on how to submit your work, please adhere to the main Deliverables information which can be found at the YCN website. Any additional information referenced in the brief can be found in the supporting Project Pack at the YCN website.
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YCN Student Awards 2016/17
ycn.org
Roald Dahl brand toolkit 2015
Roald Dahl brand mark The Roald Dahl brand mark is to be used on all partner product, point of sale, and marketing communications. When in doubt, please ask.
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Primary brand mark for light backgrounds
Primary brand mark for dark backgrounds
The Roald Dahl brand mark with black type is the core mark to be used on product or licensing material.
Primary brand mark for black and white only (also available in white)
The Roald Dahl brand mark with black type is the core mark to be used on product or licensing material.
Size and spacing: minimum size of 75% of partner brand mark surrounded by a clear space of 10% at least greater than Roald Dahl brand mark
Brand mark for presentational purposes only
Mono_Primary_Black.ai
Primary_Logo_Multicoloured.ai
The monochrome mark is for use on rare occasions when full colour printing is not possible.
The multicoloured brand mark may occasionally be useful on promotional material (subject to approval) for the overarching Roald Dahl brand.
Examples
y.5
x1
x2
y.1 x
x1
x1.5
y y1
Minimum size of 20mm for print or 70px for screen including Paper Aeroplane.
Minimum size of 40mm for print or 132px for screen including Paper Aeroplane.
Roald Dahl Happy Meal. Until 3rd November 2015. From 10.30am. Book available to purchase separately, while stocks last. Subject to availability. © 2015 McDonald’s. The Golden Arches Logo, McDonald's, Happy Meal and The Happy character design are registered trade marks of McDonald's Corporation and its affiliates. Copyright © Roald Dahl Nominee Ltd. Illustrations copyright © Quentin Blake
©RDNL/QB 2015
Roald Dahl brand toolkit 2015
Fonts & their use Using consistent typography is a key element to any brand. Futura and Aleo are the core fonts across the Roald Dahl brand. Futura Futura is our primary font which is used across the brand in two weights. Generally, Futura Demi should be used for headlines and Futura Light for body copy. It is a functional typeface that works equally well as small body copy or large headlines. Futura is available from: fonts.com/font/linotype/ futura#product_top Aleo Aleo is our secondary font and should be used in small flashes to add punctuation and character to blocks of copy. For further guidance please refer to page 9.
7 Primary font
FUTURA DEMI
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@£$%^&*() FUTURA LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@£$%^&*()
Aleo is available from fontfabric.com/aleo-free-font/
Secondary font
Aleo
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@£$%^&*() ©RDNL/QB 2015
Roald Dahl brand toolkit 2015
OUTRAGEOUS OUTRAGEOUS
BFGizz h w z phiz
SLUG
FUTURA
ABCDEFGHIJ KLMNOPQR STUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 !@£$%^&*()
BFGizz w z z i h p
h
matilda GOBBLEFUNK
8
3 FOR 2
SLUG
OUTRAGEOUS OUTRAGEOUS
mazing
matilda MAKER OF MISCHIEF GOBBLEFUNMASTER K OF INVENTION
SLUG
a
SS
amazing
When using brand fonts, please use sympathetically and in line with any partner fonts.
amazing
Fonts & their use
CHAMPION OF GOOD
©RDNL/QB 2015
Roald Dahl brand toolkit 2015
Tone of voice
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WHY LANGUAGE MATTERS
SOME DOS AND DON’TS
BE A HAWK
WEB COPY
The Roald Dahl Literary Estate works with carefully selected partners on diverse projects. Between us we need to maintain a coherent voice in the minds of our audience.
Be conversational/don’t be formal Remember that people read Roald Dahl for fun and are more likely to engage with a friendly tone.
Double-check your copy for spelling, grammar, typos, gaps and make sure you’ve included hyperlinks.
• Where it is not possible to incorporate italicised formatting, titles should be capitalised as they are on the book’s title page, for example, THE TWITS.
Be straight-forward/don’t be technical Try not to sound like a complicated instruction manual.
Every word matters, whether you’re writing a novel to be published in hardback or just one little tweet.
• All web copy should be as succinct and concise as possible to fit the word counts available.
Be positive/don’t be negative We’re on the side of good so we want to make people feel good.
ALL MATTERS ROALD DAHL
USING ROALD DAHL QUOTES
• Roald Dahl must only be referred to by his full name or forename (context and tone permitting), never by his surname only.
It is an easy option to use quotes, especially in social media feeds - used properly they brighten, emphasise and punctuate your communication. Try not to use them in isolation or present them out of context as they can lose their meaning and relevance. Instead, do your best to contextualise them or at the very least use the book title and author name.
First and foremost, Roald Dahl wrote for children. He never spoke down to them. A consistent tone of voice should be used across all platforms and for all age ranges. Roald Dahl’s work appeals to children and grown-ups alike, and so should yours.
Be mindful that you are representing a literary brand Acronyms such as LOL, BTW or OMG should be avoided (acronyms such as BFG should be embraced!). Roald Dahl was inventive with writing but never followed the latest trends so stay away from abbreviations such as ‘totes’ or ‘obvs’. Never use emoticons, instead think of some lovely words to paint a picture in your reader’s mind.
a t n a w a y ’ d “What flaming book for?”
• Where possible Roald Dahl book titles must appear in bold and italics, for example The Twits. Books by other authors should be in italics but not in bold. Where it is not possible to incorporate bold and italicised formatting, titles should be in capitals, for example THE TWITS. • No material © Roald Dahl Nominee Limited (RDNL), for example text or photographs, can be reproduced without explicit prior approval from The Roald Dahl Literary Estate LLP (RDLE). Permission must be sought from RDLE and, unless otherwise stated, are granted on a case-by-case basis only. • The pre-approved Roald Dahl biography cannot be edited without RDLE’s explicit permission. Both short form and long form versions of the biography can be found on page 15. • Public facing communication should avoid referencing The Roald Dahl Literary Estate LLP or any other corporate entities.
Maximum: “Don’t gobblefunk around with words.” - The BFG, Roald Dahl Minimum: “A little nonsense now and then, is relished by the wisest men.” - Roald Dahl APOSTROPHES • Use with singular names or nouns to show possession, for example, James’s not James’. • No apostrophes with plurals or sets of initials, for example, ‘1990s’ or ‘MPs’.
Roald Dahl brand toolkit 2015
Tone of voice
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BULLET POINTS
ITALICS
QUOTATION MARKS
• Be consistent on punctuation at the end of each line: semicolons, commas, full stops or nothing (no ‘and’ at penultimate line).
• Use sparingly for emphasis.
• Double speech marks are used for all quotations. Use single speech marks for direct speech occurring within a quotation, unless the quotation is entirely direct speech.
NUMBERS
DATES
• Spell out one to ninety-nine and use figures for 100 and above. Use figures where there is a series of related numbers below and above 100. For example, ‘In the survey of more than 300,000 schoolchildren age 5 to 16-years-old, the most popular book was Charlie and the Chocolate Factory.
• 18 April 1973 not 18th April 1973 or April 18, 1973.
OTHER SETTING ISSUES
ELLIPSES
• Keep an eye out for stacked words, orphans and widows.
COMMAS • As a general rule try to keep commas to a minimum. Use them to avoid ambiguity.
• An ellipsis is never preceded or followed by a comma, semicolon, colon or point, though it may be followed by an exclamation or question mark – in which case a hair space should separate the last point of the ellipsis and the mark. • Use three spaced dots (space-dot-spacedot-space-dot-space) not a keyboard command, but in speech there should be no space between opening or closing quotes and the first or last dot. EXCLAMATION MARKS • Do not use except as an exclamation, such as Ow!. HEADINGS AND SUB-HEADINGS • Headings and sub-headings should not be followed by any punctuation other than an exclamation mark or a question mark. • Headings or section titles should appear in regular bold with no underlining.
• Avoid short lines with only punctuation on them, for example, ellipses and dashes. • Avoid short words, for example, ‘a’, ‘I’, ‘an’, ‘the’, or punctuation at line ends. PARAGRAPHS • Can be indicated through either a single or double line break. No tabbing. PUNCTUATION • All forms of punctuation should be followed by one space only. POINT OF SALE • When created Point Of Sale displays for Roald Dahl, the Roald Dahl URL should always be depicted in lower case Futura Demi.
• Ensure that all quotation marks are smart or curly. • Quotation marks should stay roman even when all quoted text is italic. WEIGHTS AND MEASUREMENTS • Use metric measurements (not imperial) consistently. WORD BREAKS • Avoid using justified text. Where unjustified text is not possible: - Aim for none or as few word breaks as possible. - Avoid breaking proper nouns – a moderately gappy line is preferable. - Never allow a break within a hyphenated phrase other than at the point of the hyphen. - Never break words at the foot of a page.
“Those
WHO DON’T BELIEVE IN
MAG I C
will never find it ”
©RDNL/QB 2015