The Hidden Symbolism Behind the Wizarding World Logo Is Revealed
The Harry Potter logo is an iconic and globally recognized symbol of the franchise, but when Fantastic Beasts burst onto the scene as the latest franchise to join the Potter universe, it became clear that a new look that both paid homage to the original Potter series and celebrated Fantastic Beasts was needed.
Up for the challenge was Emily Oberman, who designed an overarching logo that respected both individual franchises while linking them under one identity. Furthermore, the logo that Oberman and her team designed for the Wizarding World franchise would be used across all merchandising in the Potter universe, from movie posters to product packaging.
The overall image can be viewed as if it were a book, a clear callback to the origin of both the original Potter series and Fantastic Beasts And Where to Find Them, which originated as a spin-off textbook. The nine wands pictured all belong to major characters from both series, including Harry, Ron, Hermione, and Newt.
However, the image doubles up on the magic, with each wand pointing inward, inviting the viewer to explore the magic hidden within the pages.
Oberman designed the logo so that it would walk the fine line between the world of make-believe and magic and that of substance.
We also wanted to reflect the magic of the franchise, so we used the most [well-known] wands to represent the pages of the book. There’s also a sense of positivity, as it evokes the shape of a sunrise. It has [not only] a whimsical, magical aura but also a physicality, as it’s made of a metallic material akin to gold or bronze.
Oberman wasn’t only concerned with balancing the two franchises but also made sure to reflect the difference in the storyline and characters between the two series.
The Fantastic Beasts [branding] is meant to feel more linear, clear and a bit more evolved than Harry Potter’s because that storyline originates with grown-ups, whereas Harry Potter originated with kids who then aged.
The unique elements appear both on the image and in the text itself. In fact, a special typeface called Harry Beasts was created for the logo by type designer Jeremy Mickel that combines key elements from both franchises set into shining gold. The first W in “Wizarding” bears Harry’s iconic lightning scar and much of the type features the sharp angular features of the original Potter brand, yet now many of the letters are softened with furry aspects in an allusion to the creatures so prevalent in the Fantastic Beasts series.
Of the utmost importance to Oberman throughout the creative process, though, was that Fantastic Beasts would stand as an equal to the Potter series throughout the branding.
We wanted to move the identity of Fantastic Beasts away from Harry Potter a bit because it is not necessarily a sequel or a prequel to Harry Potter. […] Fantastic Beasts is meant to be its own freestanding franchise. Harry Potter was the spark that inspired Fantastic Beasts, but people are meant to be able to enjoy Fantastic Beasts, even if they (somehow) know nothing about Harry Potter. We wanted it to feel like an entity unto itself.