The Goonies: A treasure trove for graphic designers
As The Goonies 2 gets the green light, Elwyn takes a trip down memory lane and discusses how the original art style influenced his career choice.
So here we are…
The Goonies 2 is officially happening, and I’m unsure if I should be excited or nervous.
Part of me feels like the original was so close to perfect that it doesn't need a follow-up. It takes me right back to the 80s, with classics like Short Circuit, Indiana Jones, Gremlins, Back to the Future, E.T. and Ghostbusters. Those were the days…
This was a golden age for family-friendly storytelling, and I would go as far as to say it sparked my passion for creative disciplines before I knew being a professional designer was a career option.
But here’s the thing. I wasn’t a fan of the Ghostbusters reboot, and the fact that I haven’t watched the sequel yet says it all. There’s always a risk when you meddle with something that was almost perfect (looking at you Rings of Power). Still, I’m trying to keep an open mind, hoping that The Goonies 2 will stay true to what made the original so damn good.
But that is not why I am here today. I don’t need much of an excuse to a trip down memory lane. The Goonies was the complete package, combining great storytelling, nostalgia, and… brilliant branding. Let's look at why it became such a standout example of how to do it right, both in design and storytelling.
The Goonies: From 80s Hit to Cult Classic
The iconic Goonies poster design by Drew Struzan, one of the reasons I wanted to explore graphic design as a career.
Released in 1985, The Goonies quickly became a hit, with its thrilling mix of adventure, comedy, and camaraderie that captivated young audiences and adults alike. Directed by Richard Donner and produced by Steven Spielberg, it followed a group of kids on a treasure hunt to save their neighbourhood from foreclosure. Its unique blend of action and heartfelt storytelling, coupled with its endearing characters, resonated at the time and has kept it relevant for generations. I can watch it with my kids and they love it.
The film tapped into the adventure genre, which had seen a resurgence in the 1980s, largely driven by Spielberg’s influence through films like Indiana Jones and E.T.
The Goonies was particularly influenced by Spielberg's love for the rite-of-passage (coming-of-age) stories and classic treasure-hunt tales. The narrative structure was tight and fast-paced, designed to engage children and adults by intertwining high-stakes treasure hunting with the themes of friendship and loyalty.
The Goonies follows a classic hero’s journey in terms of storytelling structure. Each character has their own arc, but they face challenges that force them to grow as a group. From dealing with the dangerous Fratellis to overcoming their fears, the film mixes humour, action, and heartfelt moments with a balance that appeals to all ages. It drew inspiration from older adventure films but gave them a modern (for its time) twist by emphasizing the importance of teamwork and family.
Over the years, The Goonies has achieved cult status. This is primarily due to the nostalgia it evokes, alongside its ability to resonate with a broad audience. Its memorable quotes (hey you guys!), iconic characters like Sloth and Chunk, and the sense of wonder it instilled in young viewers have contributed to its lasting impact. It is frequently referenced in pop culture, inspiring modern films and TV shows, most notably Stranger Things.
The sense of escapism, childhood wonder, and bravery that it captured remains appealing even to new audiences discovering it for the first time.
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The Artwork and Branding of The Goonies
The Goonies logo has an uneven, wonky typeface that mirrors the hand-drawn poster style, yet is streamlined to work in black and white or inverted.
One of the defining factors of The Goonies is its iconic poster and branding, which played a major role in cementing its status. Designed by Drew Struzan, the poster features a signature style that blends realism with fantasy. The character portraits, combined with a treasure-map-like aesthetic, immediately evoke the adventurous, high-stakes theme of the film. Struzan’s work was known for its intricate detail and ability to tell a story through the art itself. The stacked arrangement of characters hanging off the rope draws viewers into the action while maintaining the mystery and excitement that made the film so engaging.
Struzan’s design was crucial to The Goonies and became a template for other 1980s films, like Back to the Future and Indiana Jones. His work exemplifies the collage style of the 1980s, where multiple key elements are combined into one cohesive image, drawing viewers in and providing a sense of the movie's tone and atmosphere.
The Goonies' logo design also became instantly recognizable. It featured rugged, uneven typography that mirrored the gang's “scrappy” nature. The logo’s worn look, with letters that appear carved or etched, evokes imagery of pirate maps and treasures—perfectly aligned with the movie’s storyline. The branding has become a symbol of 80s pop culture, recognized far beyond the confines of the movie.
Incorporating retro themes like this into modern designs often means pulling elements from past eras that evoke nostalgia. For example, using 80s collage styles, hand-drawn elements, or "distressed" typography can bring a modern product into conversation with retro pop culture, creating a sense of timelessness and connection to past generations.
Using saturated, warm colour palettes or combining digital elements with analogue techniques (such as hand-drawn illustrations or retro typography) can effectively introduce nostalgia.
Product Placement in The Goonies
Like many films of the 1980s, The Goonies also utilized product placement to integrate real-world brands into its fictional setting. However, rather than feeling forced, these placements were naturally woven into the story for the characters.
Pepsi
One of the most prominent brands in the film, Pepsi was featured in several scenes. Its presence in the background and as part of casual dialogue made it feel like a natural part of the kids’ world, reflecting teens' everyday lives in the 80s. This placement worked because it didn’t disrupt the movie's flow but reinforced the cultural context. Not exactly a Starbucks cup on the Game of Thrones set moment.Baby Ruth
The Baby Ruth candy bar, which plays a vital role in the bonding between Sloth and Chunk. This scene's emotional and comedic value helped ensure that audiences would associate the brand with a positive, heartwarming moment.Domino’s Pizza
Fast food was another cultural element of the 80s, and Domino’s Pizza made several subtle appearances throughout the movie. The characters are shown casually eating pizza, making the product placement feel like a natural fit in the world of teenagers on an adventure.
The inclusion of these brands didn’t feel overtly commercialized. Instead, they enhanced the film’s real-world relatability, making the characters’ world feel more tangible to audiences of the time. In a modern design or branding context, organically incorporating subtle product placements can create a stronger connection between a brand and its audience, allowing it to become part of the storytelling rather than just a sales pitch.
Using Retro and Nostalgic Themes in Modern Design
The 80s aesthetic, exemplified by films like The Goonies, is enjoying a resurgence in modern design, primarily due to its nostalgic solid appeal. Introducing retro and nostalgic themes into your design can help build an emotional connection with audiences, particularly those who grew up during the era or have a strong affinity for its visual style.
Call me old-fashioned, but this is still THE Pepsi can design. It’s great to see Pepsi returning to this iconic look with its 2023 rebrand.
Here are a few ways you can introduce these themes into your design work:
Typography
Retro typography, like The Goonies logo's rugged, hand-drawn feel, can instantly evoke nostalgia. Think uneven edges, worn-out effects, and fonts that mimic analogue processes like woodblock printing or hand-lettering.Colour Schemes
The 80s colour palettes were often bold and bright, with lots of neons, deep blues, and oranges. When designing for a modern brand that wants to tap into that retro feel, these colour schemes can evoke an 80s aesthetic without feeling outdated.Illustration
Hand-drawn or painted illustrations, like those used by Drew Struzan, can bring a sense of authenticity and craftsmanship to a design. Even in a digital age, these analogue techniques can be recreated or emulated in digital design software to introduce a sense of nostalgia while maintaining modern sensibilities.Collage and Layering
The collage style, where multiple elements are layered and combined, was a hallmark of 80s poster design. Bringing this style into modern branding or web design—by layering illustrations, textures, and text—can help build a dynamic, adventurous tone.Product Placement and Integration
Much like The Goonies, subtle product placement in a way that feels natural to the design and message can enhance relatability. For example, creating a mock-up of a vintage product in your designs or integrating well-known retro brands as part of the story can tap into shared cultural experiences.
Wrapping Up
The Goonies remains an influential film in storytelling and adventure, as well as in its branding and design impact. From its bold, adventurous logo to the rich detail of Drew Struzan’s poster art, the film’s visual identity has shaped how we view 80s cinema.
Its use of product placement was forward-thinking, embedding brands in a way that felt natural to the film's world. By tapping into these retro themes, modern designers can evoke nostalgia while maintaining relevance in today’s market. Whether it’s through typography, colour, or product integration, the lessons of The Goonies continue to inspire the branding world today.
