My Role
Branding Design
3D Design
Motion Graphics
Art Direction
Team
Sagdiana Rakhimova
Ana Sofia Garay
Kylie Osinski
Tools
Figma
Blender
Spline
Illustrator
After Effects
Duration
4 Months
Project Overview
The visual identity and branding redesign for Madison Square Garden aims to modernize its image by balancing tradition with current trends, positioning MSG as a hub for arts and culture, and attracting a wider audience.
Problem
Madison Square Garden faces challenges in updating its image to stay relevant amidst changing entertainment trends and demographics.
Solution
A rebrand that offers an opportunity to update MSG’s identity, attract a broader demographic, and reflect its diverse range of events beyond traditional sports and concerts.
01
Brand Profile
02
Brand Identity System
03
Application
04
Reflections
01
Brand Profile
Defining MSG's Identity
Brand Positioning
Madison Square Garden, with its commitment to excellence, stands as the historic entertainment destination for New Yorkers, offering a wide array of legendary events spanning from sports games to concerts.
Design Principles
Excellence
Integrity
Diversity
Customer Centric
Innovation
Inclusion
70% Ruler
30% Creator
02
Brand Identity System
Flexible Branding for Market Adaptability
Master Logo
Square shape, reflecting the name Madison Square.
Exclamation point for excitement and energy.
Inspiration
The logo design was inspired by an aerial view of the MSG stadium, where we identified two key geometric shapes: the circular building and the surrounding square area.
The shapes guided the type design, incorporating circles and squares with evenly proportioned letters.
Secondary Logo
A modified version of the primary logo, designed for more vertical layouts where the primary logo may not be suitable.
Tertiary Logo
A simplified version of the primary logo, designed to maintain its essence while offering flexibility for diverse applications where the full logo may not be suitable.
Dynamic System
As MSG Sports is best known for its association with the New York Knicks, the sports icon features a basketball hoop pattern.
Given MSG's wide range of music events, the music icon features sound waves to represent this connection.
Since theater and special events are frequently hosted in the MSG Theater, the icon symbolizes theater seating.
Base Typeface
A - Z, Light
ABCDEFGHIJKLMÑÖPORSTÚVWXYZ
abcdefghijklmnoparstuvwxyzäädenñodé
A - Z, Regular
ABCDEFGHIJKLMÑÖPORSTÚVWXYZ
abcdefghijklmnoparstuvwxyzäädenñodé
A - Z, Bold
ABCDEFGHIJKLMÑÖPORSTÚVWXYZ
abcdefghijklmnoparstuvwxyzäädenñodé
Brand Colors
HEX #140555
CMYK 0.92 0.98 0.67
RGB 20 5 85
HEX #FF6E22
CMYK 0 0.57 0.86 0
RGB 255 110 34
HEX #A300D2
CMYK 0.358 1 0 0.18
RGB 163 0 210
HEX #FF0F1D
CMYK 0 0.94 0.89
​RGB 255 15 29
Look At Full Brand Style Guide
Brand Style Guide >
03
Application
Bringing MSG to Life Across Platforms
04
Reflections
Bringing MSG to Life Across Platforms
01
Expanded MSG's identity with a dynamic system that showcases the variety of events, ensuring the brand remains relevant and exciting through an adaptable design approach.
02
Modernized MSG's identity to attract a broader demographic by refreshing its visuals and messaging, enhancing its overall appeal.
03
Applied the new branding across various platforms, updating digital media and promotional materials for a cohesive presence that strengthens recognition.
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