The Roald Dahl Museum and Story Centre

A scrumdiddlyuptious makeover


As the global brand gathered pace to celebrate the 100 year anniversary of Roald Dahl’s birthday, CiD were invited to refresh the look and feel of the museum and story centre, the café and the shop. The process required outlining a refreshed colour scheme, fonts and an updated ‘golden ticket’ / logo pack.

Fantastical journeys

Starting with a signage audit, we identified visitor journeys from arrival at Great Missenden railway station and by car from local car parks to the museum. In a rare opportunity to use Blake’s illustrations and Dahl’s ‘Gobblefunk’ we identified new signs and locations to highlight the entrance to the museum and the café, including barrier signs, flags and interpretation panels. Following presentations to planning officials, CiD produced detailed drawings and specifications, and then commissioned and supervised installation.

Winning ticket

In addition to new signs for the museum, shop and café, CiD created a new identity system for the ‘Gold Ticket’ with revised colours and a modified typeface. Quentin Blake’s illustrations so synonymous with Dahl’s work, featured prominently in the identity system as well as the signage graphics - with careful tweaks!


As part of the signage overhaul of the museum CiD were invited to review both the Shop graphics and the Café and to specify new signs wherever necessary to rationalise and improve the visitor experience. Roald Dahl’s ‘buckswashling’ language was set to pervade every aspect of the museum and no sign was considered too irrelevant to get the irreverent treatment, or too small to include Blake’s marvellous colourful illustrations.

“To all the CiD team – many thanks for the swashboggling new signs and all the delumptious designs – we are very happy and delighted by all your efforts.”

— Kim Osborne, Marketing and Design Producer, Roald Dahl Museum and Story Centre