MSG: A Living System

A dynamic motion-led Identity, driven by category and content, for Madison Square Garden.

Recognition

Graphis New Talent 2026 - Gold, Design | Motion Graphics, Film/Video

Young Ones TDC - Silver, Communication Design: Brand Identity System

Young Ones ADC - Merit x2, Brand / Communication Design: Branding Systems / Identities, and Typography: Motion

Although recognized as “The World’s Most Famous Arena,” Madison Square Garden’s current brand identity is outdated, lacking in clarity and distinction. This rebrand explores MSG as a living identity system driven by motion.

Built from a logo-derived architectural motif, a variable framework generates infinite expressions across Music, Sports, and Culture through modular symbols, patterns, and a custom display typeface.

Role & Scope: Visual Identity Designer, Motion Designer, Video Editor, Type Designer

Team: Thalia Merino (Solo)

Tools: Illustrator (Adobe Suite), Figma, After Effects, Framer, p5.js

Duration: 15 Weeks

MSG: A Living System

A dynamic motion-led Identity, driven by category and content, for Madison Square Garden.

Recognition

Graphis New Talent 2026 - Gold, Design | Motion Graphics, Film/Video

Young Ones TDC - Silver, Communication Design: Brand Identity System

Young Ones ADC - Merit x2, Brand / Communication Design: Branding Systems / Identities, and Typography: Motion

Built from a logo-derived architectural motif, a variable framework generates infinite expressions across Music, Sports, and Culture through modular symbols, patterns, and a custom display typeface.

Role & Scope: Visual Identity Designer, Motion Designer, Video Editor, Type Designer

Team: Thalia Merino (Solo)

Tools: Illustrator (Adobe Suite), Figma, After Effects, Framer, p5.js

Duration: 15 Weeks

CAse study

Looking for the nitty-gritty details?

Over 7-pages were developed (from UI Design to Deployment), highlighting all the nuances of this new identity including the complete brand profile and motion principles, take a look!

View Brand Guidelines

Brand Strategy
A flexible visual system built from evolving symbols that shift through color, rhythm, and motion to adapt across categories and experiences.

Visual Identity and Motif
Derived from architecture to capture MSG’s history and physical transformation. The Square symbolizes the original Madison Square Garden, while the Circle represents the current arena. Combined, this translates into a simple motif of arcs.

Color Palette
A refreshingly bold 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.

Dynamic System
Symbols

Each category (Music, Sports, Culture) is defined by a structural fragment (symbol) derived from the logo. The symbol maintains the architectural arcs with consistent curvature, which expands into patterns through repetition and variation.

Dynamic System
Framework

MSG’s updated visual identity showcases a unique dynamic system determined through a set of variables: Category, Color, Symbol, Pattern, and Motion. With the “Category” serving as a determining factor on visual treatment, and the following variables.

Custom Display Typeface for MSG
Inspired by architectural curvature with subtle serifs and built using “Coolvetica Regular” as the base typeface.

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. Including a possible tool-kit to make the adoption simple.

Dithering Tool  

Exploration

Unique to MSG’s updated Dynamic System (symbols and color palette) to develop a branded image look, and allow fans to interact with MSG and performers in a personal way.

Work

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