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held back by an outdated identity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
reignite MSG’s Cultural Power Visually
Elevate MSG’s brand from a static mark to a dynamic presence. An identity that reflects the scale, energy, and diversity of the experiences, and evolves alongside the artists, sports, and moments that define it.
CAse study Video
Capturing “The World’s Most Famous Arena”
Brand Guidelines
Looking For The Nitty-Gritty Details?
Using Framer, over 7 pages were developed (from UI design to deployment). The site highlights all the nuances of this new identity.
View Brand Guidelines
Brand Strategy
A living system in constant motion
A flexible visual system built from evolving symbols that shift through color, rhythm, and motion to adapt across categories and experiences.
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 Culture as main categories that serve as an umbrella for in-depth selections.
Capturing The Live Energy
Custom animated patterns for these 3 categories: Music, Sports, and Culture were created with unique color-pairings and movement.
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: Championship Orange is associated with Sports, Headliner Hotpink with Music, and Glowing Neon with Culture.
Identity System
Bold, Maximalist, and Repetition
The identity is grounded in category-based color and evolving symbols, balanced by monotone imagery that amplifies emotion and content. Abstract forms introduce movement and help shape a cohesive, modular system.
Identity System
MSG's Brand Typeface
The base typeface is Coolvetica Regular, which has been customized to maintain a consistent and refreshing look. For written communication, Poppins is used to maximize clarity for sub-headings, body copy, and captions.
Applications
MSG in full expression
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.
Dithering Tool
Unique to MSG’s updated Dynamic System (symbols and color palette), which allows fans to interact with the brand and performers in a personal way.
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.
Next Project
YesStyle UI
UI Design
Art Direction
Motion
