Together creates brand guidelines for the Gruffalo

Together has created the brand style guide for children’s book character the Gruffalo, which is ten years old this year.

The first Gruffalo book, The Gruffalo, written by Julia Donaldson and illustrated by German illustrator Axel Scheffler, was published in 1999, and was followed in 2004 by The Gruffalo’s Child.

The book has been translated into 40 languages and also inspired a stage show.

An animated Gruffalo film will premiere this Christmas, and Together was appointed to create brand guidelines ahead of the launch of a merchandising programme in the autumn, says brand planner Emily Penny.

The consultancy was appointed following a four-way pitch in 2008 by licence holder Magic Light Pictures. Together had previously worked with Magic Light Pictures on other projects.

Penny says Together’s task was to identify and develop a set of brand assets that could be used in various contexts, including developing a Gruffalo logo, colour palette and strict guidance on use of imagery.

Penny says, ‘Imagination and involvement are a huge part of the storybook, so it is important for the brand to have those same values. We intend the brand to stand out as a quality proposition that’s also fun.’

Heidi Lightfoot, director of Together, says, ‘We needed to capture the essence of the original book and artwork. Scheffler’s illustrations are wonderfully rich and detailed, and the characters have a fantastic presence.

‘The style guide provides a framework to ensure that we keep the magic, while at the same time creating a commercially sound and practical identity system for packaging and products.’

The guidelines, which have been created with Magic Light Pictures and The Licensing Company, have been packaged on DVD with an accompanying wall poster.

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