OVERVIEW
A dynamic and modular identity system capturing the energy, adaptability, and immersive experience of live events at Madison Square Garden.
Role
Brand Design, Motion Design, Art Direction
Team
Thalia Merino, Shalika Thappali, Cecilia Garcia Pizales, Gina Lee
Duration
15 Weeks
Tools
Illustrator (Adobe Suite), Figma, After Effects, Miro, Framer
PROBLEM
Although recognized as “The World’s Most Famous Arena,” MSG’s current brand identity lacks clarity and distinction. It fails to reflect the venue’s dynamic range of services, experiences, and cultural significance.
SOLUTION
A modular, interactive brand identity that captures the energy of live events and reflects its grand status. Merges the bold, modern design with versatile elements to engage MSG’s diverse New York audience.
BRAND STRATEGY: POSITIONING STATEMENT
Madison Square Garden guarantees event audiences a transformative live experience by using cutting-edge technology to deliver an extraordinary night.
VISUAL IDENTITY
The updated brand mark captures MSG’s history and physical transformation through the symbolism of the Square and Circle.
The Square symbolizes the original Madison Square Garden, while the Circle represents the current arena, encapsulating the brand’s journey and history.
DYNAMIC SYSTEM
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.
DESIGN SYSTEM: TYPOGRAPHY
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.
MSG Primary
Bold, exciting and proud. MSG Primary’s base typeface is Sofia Pro Semibold and customized to maintain a consistent and refreshing look.
Written Communication
Inter: Clear, classic, Inter is our typeface for body copy. Inter Light for body copy, Italics for captions, and Medium for emphasis.
DESIGN SYSTEM: COLORS
Madison Square Garden’s outdated color palette is refreshed with a new cohesive, consistent and recognizable colors.
The Dynamic System also has a unique set of colors, represented only in this manner: Stardom is associated with Sports, Spirit with Music, and Passion with Events.
APPLICATIONS
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.
BRAND GUIDELINES
Would you like to view the full and extensive details of the rebrand?
MSG BRAND GUIDELINES
KPIs
Brand impact, audience engagement, and business outcomes are all important factors and indicators of a rebranding’s success.
Brand Recognition Increase and Brand Sentiment Score
Analyze social media, news, and reviews to track positive vs. negative sentiment changes.
Social Media Engagement
Growth in likes, shares, comments, and mentions using new branding elements.
Business Impact
Ticket Sales, Event Booking Growth (including Sponsorship inquiries), and Merch Sales.
TAKEAWAYS
An overall reflection of the project and the next steps.
Lead with Brand Research
Identifying the brand’s archetype, positioning, and tone of voice was the most groundbreaking insight.
Experimentation
Going through various trials and feedback sessions to make improvements and produce the best possible work.
Adoption and Consistency
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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