Madison Square Garden, often called "The Garden," is a legendary arena located in New York City. The venue has hosted countless iconic events, including concerts, sports, and entertainment, becoming a symbol of New York's vibrant culture.
Problem
The current identity lacks energy and distinction. It fails to adapt to the variety of events and experiences that MSG provides and has a dated appearance.
Solution
Capture the energy and dynamism of MSG with an adaptable design system while preserving the iconic legacy and grand status of the arena.
Roles
Team
Tools
Duration
15 weeks
MSG’s current identity lacks energy and distinction. It fails to adapt to the variety of events and experiences that MSG provides and has a dated appearance.
Innovation, Customer satisfaction, social Responsibility, Respect, Teamwork
From Every Angle
MSG’s identity is built around the idea that no matter what seat you take, you feel close to the center and that from any angle you have an incredible experience.
Master Logo
Shaped by MSG’s energy, the iconic circular shape of the venue adapts to the vivacity of the spectators, capturing the passion and excitement of live events.
Lockup
A modular design that represents the venue's historic significance and timeless spirit.
The dynamic system distinguishes three categories: Music, Sports, and Culture. Each sector of MSG's services is represented by a unique ring.
Color Palette
The updated color palette introduces a vibrant, category-coded system designed to organize the MSG experience through a bold and modern spectrum.
Adaptability, Variety, and Interactiveness.
We takeover the MSG brand and expand our identity across the arena's digital and physical presence.
Spatial Design
Integrating immersive environmental graphics and interactive screen displays to redefine the physical venue experience.
Digital Space
Extending the dynamic visual system across diverse digital touch points to ensure brand consistency and energy in a mobile-first environment.
