Harry Potter and the Cursed Child has unveiled new branding and a new logo at its London home, bringing the theatre production in line with the book and film franchise worldwide.
Producers said the global expansion of the play meant that they now wanted to “coordinate the marketing of the show around the world so there was consistency across all territories”.
Written by Jack Thorne and based on a story by Thorne, director John Tiffany and Harry Potter creator JK Rowling, the play premiered in London in 2016, featuring a new story set 19 years after the conclusion of the original.
The play’s logo has now been changed, and the signage on the front of the Palace Theatre has been updated. The new imagery is the same typography that has been used for the books and films for over two decades.
“The logo Harry Potter and the Cursed Child is now using is the same as the books, originally designed by legendary Harry Potter illustrator Mary GrandPré over 23 years ago, which has continued to be used across books, films and many official Harry Potter projects all over the world ever since,” according to producers Sonia Friedman, Colin Callender and Harry Potter Theatrical Productions.
It is understood that the changes to the show’s branding have already been implemented for existing productions in New York and Melbourne. Further versions are scheduled to open in San Francisco, Hamburg and Toronto over the next year.
New marketing materials also remove ‘parts one and two’ from the show’s title and add a credit to JK Rowling.