Magic: The Gathering had evolved from a collectible card game into a broader entertainment franchise spanning games, stories, products, and media. As the brand expanded, it needed a scalable visual identity system that could support this wider universe.

The Ask
Magic needed an evergreen brand identity and guidelines that could serve designers, writers, producers, and partners creating content across the franchise. The system needed to provide consistency while allowing the many expressions of the Magic universe to continue evolving.

The Insight

The project began with a review of nearly 30 years of Magic creative to identify the recurring visual themes that formed the brand’s visual DNA. These elements, including the five game colors and symbols, characters, magical energy, smoke, and logo, became the foundation for the evergreen identity.

The brand was also evaluated alongside other successful entertainment franchises to understand how they maintained consistency while supporting a wide range of creative expressions.

The Outcome
Working with franchise stakeholders, my team and I created a story-driven brand guide that introduced users to the characters, worlds, and ideas that define the Magic universe. The guide supported everything from traditional brand assets like logos, color, typography, and art direction to the creation of books, comics, television, digital experiences, and other franchise media.