 During the pre @-@ writing planning phase , Iwakami simply requested that Urobuchi make the storyline " heavy " . Furthermore , Shinbo specified that it should contain copious amounts of blood and violence , elements that were unusual to the magical girl genre . The director also specifically sought for many of the magical girl characters to be killed throughout the series . Urobuchi admitted he had no trouble with these requirements , referencing his past reputation as a writer of very dark and somber stories , the extent of which Shinbo had not fully known . One objective was for the script to starkly contrast with the way the anime was to be marketed . Shinbo planned for the series to be advertised in an innocent and pure manner that would deliberately conceal its dark undertones . For example , the title logo for the anime was rendered using rounded fonts that would appear more harmless to audiences . Urobuchi further misled fans following the development of the anime by using his Twitter account to try to convince them that the plot of the series was very innocuous . The true nature of the series was disguised because Shinbo strongly desired for its dark themes to come as a complete surprise to the viewer . Iwakami later defended the mature themes in the Puella Magi Madoka Magica , stating " the story of Madoka is serious but it 's not entirely inappropriate for children . For example , there 's nothing sexually explicit in it . There 's some death , but it 's not gratuitous ; it can be explained within the context of the story . " 
