Problem
held back by an outdated identity
Being at MSG is an experience. Currently hosting grand artists and performances, but they have outgrown their current identity. MSG’s lackluster visuals fail to reflect the venue’s dynamic range of services, experiences, and cultural significance.
Solution
Look! It’s Moving, It’s Alive!
A modular, interactive brand identity that captures the energy of live events and reflects its grand status. It merges the bold, modern design with versatile elements to engage with MSG’s diverse New York audience.
CAse study Video
We Are The Champions
Brand Guidelines
Looking For The Nitty-Gritty Details?
Using Framer, over 10-pages were developed (from UI design to deployment). The site highlights all the nuances of this new identity.
View Brand Guidelines
Brand Strategy
Symbol of Achievement
A flexible visual system that expands and contracts. Using simple logo forms as modular building blocks, the identity reveals and enhances content, creating a dynamic system that evolves with each experience.
Visual Identity
It’s all Circles and Squares
Capture MSG’s history and physical transformation through an architectural motif. The Square symbolizes the original Madison Square Garden, while the Circle represents the current arena, encapsulating the brand’s journey and history.
Dynamic System
Who are the big 3?
MSG’s updated visual identity showcases a unique dynamic system that captures each category’s charm. Highlighting Music, Sports, and Events as main categories that serve as an umbrella for in-depth selections.
PRIMARY BRAND IDENTITY - SPORTS
PRIMARY BRAND IDENTITY - MUSIC
PRIMARY BRAND IDENTITY - EVENTS
Identity System
Color Overlays and Masked Cut-outs
The foundation is a dynamic, category-driven color system where monotone imagery and expressive abstract forms work together to convey emotion, motion, and modular structure.
Identity System
Meet MSG Primary!
The base typeface is Sofia Pro Semibold, which has been customized to maintain a consistent and refreshing look. For written communication, Inter is used to maximize clarity.
Identity System
A New Blue and More
A refreshed and consistent color palette. Also, introducing the Dynamic System’s unique set of colors, represented in this manner: Stardom is associated with Sports, Spirit with Music, and Passion with Events.
Applications
From Print to In-Person
Usage of the refined visual identity across media channels, both digital and in-setting, to capture the full variety of the arena’s entertainment services.
KPIs
Brand Sentiment, The Engagement, and Business Impact
Analyze social media, news, and reviews to track positive vs. negative sentiment changes.
Social engagement, including growth in likes, shares, comments, and mentions, using new branding elements.
Let’s go back to the basics and consider ticket sales, event booking growth (including sponsorship inquiries), and merch sales.
Takeaways
Brand Research, Experimentation, and Easy Adoption
Identifying the brand’s archetype, positioning, and tone of voice was the most groundbreaking insight.
Going through various trials and feedback sessions to make improvements and produce the best possible work.
Moving forward, I hope to develop a motion toolkit and possibly templates for still imagery to facilitate the consistent adoption of the new brand system.
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