Hogwarts School of Witchcraft & Wizardry
Hogwarts has always held a special place in my imagination. Growing up with the stories of Harry Potter, I was captivated by the wonder, the traditions, and the sense of belonging the school represented. Yet when I revisited it as a designer, I saw an opportunity: what would it look like if Hogwarts were reimagined for a new generation? How could the school step forward into a new age of wizardry while still staying rooted in its heritage? This personal passion project set out to explore those questions, balancing respect for the past with a refreshed identity for the future.
At its heart, this rebrand is about a spark of inspiration – both my own and that of the new adventure for every student entering the oak front doors. The goal was never to make Hogwarts shiny or futuristic, but to strip back the medieval layers and uncover something cleaner, more contemporary, and inviting. A brand system that feels consistent and timeless, giving students a renewed sense of pride while leaving plenty of space for their individuality to shine. At its core, this project is a reminder of how design can reignite the magic of a world we thought we already knew.
- Collateral rollout
- Branding
The Power of a Spark
At the core of the rebrand lies the idea Ignite your spark. It shaped a system of simple, adaptable forms that divide, frame, or connect with ease. Subtle yet symbolic, these moments bring inspiration without losing clarity, ensuring Hogwarts feels both timeless and relevant. A reminder that even the smallest spark can grow into something extraordinary.
The rhythm of daily life
Like any school, Hogwarts relies on practical items to keep daily life running smoothly. The rebrand extends into these details, from timetables to signage, weaving the identity into both everyday tools and castle surroundings. By weaving the identity into these functional pieces, the brand becomes more than a logo or a pattern, it ties together students, staff, and spaces into a shared sense of community.
A Thousand Years of Legacy
Founded in 990, Hogwarts carries more than a thousand years of history within its walls. That legacy cannot be overlooked, and any reimagining of the school must hold deep respect for its roots. The update acknowledges this heritage with care, preserving the creatures, colours, and traditions that have long defined each house, while refining their execution to feel contemporary and alive. The result are emblems inspired by hand-crafted carving techniques that honour the weight of the past while ensuring Hogwarts remains relevant for the students who will shape its future.
A home to be proud of
For students, the rebrand builds pride in the place they call home. From pins and stationery to the warmth of common rooms, each touchpoint feels consistent yet personal, offering ways to carry their identity in meaningful forms. Beyond practicality, it nurtures belonging while leaving space for every student to uncover and share their unique spark.
A home for wonder and belonging
This reimagining of Hogwarts shows how a modern identity can honour tradition while opening space for new possibilities. Rooted in clarity yet touched with moments of wonder, the system creates a sense of cohesion without losing its character. More than a design exercise, it is a reflection on what it means to belong to a place of learning, where every detail, from the grand to the everyday, can remind you that your spark has a place to grow.
This rebrand is a personal creative exploration inspired by the world of Harry Potter. Hogwarts and all related names, characters, and elements are the property of J.K. Rowling and Warner Bros. Entertainment. This work is not affiliated with or endorsed by them.
