Crafting the Wizarding World
As designers and design enthusiasts, we sometimes struggle to switch off entirely (Adam, I’m looking at you!). When relaxing and enjoying a film such as Harry Potter, while others would be enjoying the film for the storyline, we find ourselves getting excited by all the design details that create the magic of the film.
While we love the Harry Potter films for the incredible visual effects, iconic costumes, and of course the characters, we really feel that it is the intricate graphic design work that brings the magical world to life.This is where the incredible talents of MinaLima, the graphic design studio behind the visual identity of the Harry Potter films, come in.
© MinaLima / Warner Brothers Studio
Founded by graphic designers Miraphora Mina and Eduardo Lima, MinaLima Studio has been behind some of the most memorable visual aspects of the films, storytelling through design and creating a world that feels textured, lived in, magical and real.
MinaLima started working together in 2001 to create the graphic universe of the Harry Potter film series for Warner Bros. films. They were the powerhouse responsible for crafting the entire graphic style of the Harry Potter films.
© MinaLima / Warner Brothers Studio
Their work in the Harry Potter films is all about immersion. The wizarding world is fundamentally different from the Muggle world in every possible way, and every small detail reflects that. From the swirling, vintage typography of the Sirius Black wanted poster, to the bright, playful packaging of Bertie Bott’s Every Flavor Beans, the duo’s designs blend fantasy and history with magic.
One of their major tasks was to create a graphic identity for the entire wizarding world, making sure that every element, from newspapers to shop signs and book covers, built a believable and completely unique world. MinaLima’s designs helped define the visual tone of the wizarding world to become the eccentric, whimsical and magical place we all now know and love.
A great example of the thought and attention to detail is the Daily Prophet, the wizarding world’s primary newspaper. The chaotic layout of text and images reflects the other worldly and extraordinary world of magic, while the Victorian inspired typography and illustrated headlines ground the reader in a world of old fashioned magic and tradition. The moving images in the newspaper are another subtle and very clever indication of the magic and wonder of this world.
Perhaps the most iconic piece of MinaLima’s design work is the Marauder’s Map. This intricate design is a beautiful representation of their ability to turn an essential prop into an object of artistic beauty. The map’s playful and elegant design is complete with old parchment aesthetics, swirling fonts, and interactive elements, capturing the very essence of the magical item. According to MinaLima’s website, one of the first items designed for the wizarding world, was the iconic envelope emblazoned with ornate lettering in green ink and began with the now famous words: ‘Mr H Potter, The Cupboard under the Stairs’.
There are so many props and items we could talk about that are iconic to this world, such as the Hogwarts acceptance letter, Quidditch World Cup programs, and the intricate Weasleys' Wizard Wheezes packaging. Each expertly crafted piece tells its own story. For example, the packaging for the products sold at Weasleys' Wizard Wheezes joke shop is bright, loud, and exaggerated, perfectly reflecting the chaotic and mischievous nature of Fred and George Weasley.
Blending historical design elements with fantastical ones, MinaLima often drew inspiration from vintage design movements such as Victorian, Art Nouveau, and Art Deco, infusing those styles with whimsical, magical twists that made the wizarding world feel both familiar and otherworldly. This blending of reality and magic is a testament to the studio’s meticulous attention to detail. MinaLima’s designs shine because it’s not simply about creating beautiful designs, but about building an immersive world.
After finishing on the films, MinaLima’s influence on the franchise continues. The studio’s designs are now an integral part of the broader Wizarding World brand, seen in merchandise, theme parks, and beyond. The studio spent two years designing all the graphic elements for The Wizarding World of Harry Potter, Diagon Alley at Universal Orlando Resort, as well as creating award winning publications and marketing materials for the franchise.
As both design and Harry Potter fans, we absolutely love learning about and geeking out over MinaLima’s incredible work for the wizarding world. Their work can be seen on display at The Wizarding World of Harry Potter Studio Tour in London, and we have paid this a visit too many times to count.
MinaLima’s graphic design work goes beyond mere props or set dressing, it is world building at its finest. Through their intricate designs, they’ve helped create a universe that feels rich, textured, and magical. Their work perfectly highlights the importance of great graphic design to tell stories that will live on forever.
If you would like to talk to us about logo design, or any projects you have in mind, please feel free to get in touch!
Written by Charlene Payne.
