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©2026 Cecilia Garcia

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OVERVIEW

Madison Square Garden is globally recognized as an iconic hub of entertainment.

PROBLEM

MSG's current identity:

  • fails to capture the energy and diversity of its live experiences

  • presents the brand as static and traditional rather than adaptable and forward-thinking

SOLUTION

Proposed visual identity:

  • introduces a dynamic and adaptable design system that reflects the excitement of live events

  • communicates innovation and versatility while preserving MSG’s iconic legacy

MY ROLE

Designer

TEAM

Gina Lee
Shalika Thappali
Cecilia Garcia

TOOLS

Figma, Illustrator, After Effects, Spline, Flora AI

DURATION

3 months

Table of Contents

01

BRAND PROFILE

02

VISUAL IDENTITY

03

APPLICATIONS

01/BRAND PROFILE

MSG has a reputation that is as extensive and grand as the services it provides. The establishment of this strong identity is designed to be just as engaging and exciting as the experience one would have at MSG itself.

CORE VALUES

Innovation, Creativity, Resilience, Community, and Achievement (Symbol of Success)


Innovation, Creativity, Resilience, Community, and Achievement (Symbol of Success)

TONE OF VOICE

Powerful, Authoritative, Pioneer, Welcoming, and Engaging

PRIMARY TARGET AUDIENCE

Music Fans aged 20-35 seeking connection to their favorite performers.

SECONDARY TARGET AUDIENCE

Family-oriented Sports Fans (ages 5 to 50), seeking team spirit and shared adrenaline.

02/VISUAL IDENTITY

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.

-> From every angle.

-> From every angle.

MASTER LOGO

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.

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

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.

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

COLOR PALETTE

The updated color palette introduces a vibrant, category-coded system designed to organize the MSG experience through a bold and modern spectrum.

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.

03/APPLICATIONS

We takeover the MSG brand and expand our identity across the arena's digital and physical presence.


-> Adaptability, variety, and interactiveness.

We takeover the MSG brand and expand our identity across the arena's digital and physical presence.


-> Adaptability, variety, and interactiveness.

Spatial Design

Integrating immersive environmental graphics and interactive screen displays to redefine the physical venue experience.

Ceiling screen at MSG featuring 3D brand elements for each event category.
Billboard for the event of the day displayed on 7th Av.

Digital Space

Extending the dynamic visual system across diverse digital touchpoints to ensure brand consistency and energy in a mobile-first environment.