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."