‘Harry Potter: Wizards Unite’

Brand Identity

Identity for a mobile adventure in J.K. Rowling’s Wizarding World that uses augmented reality technology to reveal the magic all around us.

“Harry Potter: Wizards Unite” is a new mobile adventure in J. K. Rowling’s Wizarding World that uses state-of-the-art augmented reality technology to reveal the magic all around us. In the game, players explore real-world surroundings to unravel a global mystery, learn to cast spells, and encounter fantastic beasts and iconic characters along the way. Pentagram has designed a brand identity that captures the spirit and excitement of the game, which is published by WB Games and Niantic (the makers of Pokémon GO).

The brand identity had to relate to the larger Harry Potter franchise, but also stand on its own and establish the game as a new adventure. The look and feel of the logo complements the other key visuals from J.K. Rowling’s magical universe, including the identities for the Wizarding World, “Fantastic Beasts and Where to Find Them” and “Fantastic Beasts: The Crimes of Grindelwald,” also designed by Pentagram. 

The “Wizards Unite” logo visually echoes the word “unite” and the game’s message of collaboration. At the center of the logo, three iconic wands (belonging to the characters Harry Potter, Ron Weasley and Hermione Granger) come together to form the letter “A” in “Wizards,” with a burst of light that links to the signature Harry Potter logo. The attention to detail conveys the depth and richness of the game, and is a nod to longtime fans.

The strong typography presents the name ‘Wizards Unite” as an urgent call to action. The logotype appears in silver beveled lettering, scuffed and weathered as though from battle. The serif lettering is a slightly more modern take on the visual language of the Wizarding World, signaling that the game uses mobile technology to bring the Harry Potter and Fantastic Beasts franchises to life in a new way.

New York
Emily Oberman
Project team
Timothy Cohan
Laura Berglund
Mira Khandpur
Matt Varner
Lisa Grant
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