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)
TONE OF VOICE
Powerful, Authoritative, Pioneer, Welcoming, and Engaging
PRIMARY TARGET AUDIENCE
Music Fans aged 20-25 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.
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.
A modular design that represents the venue's historic significance and timeless spirit.
The dynamic system distinguishes three categories: Music, Sports, and Events. 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.