My Role
Motion
Timeline
Sep-Dec (4 months)
Team
Gina Lee
Cecilia Pizales
Shalika Thappali
Thalia Merino
Tools
Figma
Adobe Illustrator, Photoshop, Aftereffects
Adobe Illustrator
Madison Square Garden
This rebrand of New York City’s iconic arena, Madison Square Garden, is a multifaceted etc. etc.
This case study etc.
Dynamic Branding
Table of Contents
Brand Profile
Design Principles
The Hero
70%
30%
Adaptability
Variety
Interactive
The Magician
Positioning Statement
Madison Square Garden is the pillar of live entertainment that delivers unforgettable experiences for New Yorkers, because when its in New York, it has to be good.
Visual Identity
Overview
Brand Profile
Visual Identity
Application
Reflection
Video
Master Logo
MSG graphic identity will reflect its grand status as the pillar of entertainment. Using bright colors moving graphics, we will showcase the variety and energy that the stadium brings. We will integrate these graphics with the space using MSG's cutting edge technology.
Its new identity will give it a fresh look, keeping it modern and adaptable.
Logo Mark
Structural Analysis
Logo Variations
The logo mark is a callback to the history of Madison Square Garden. It encapsulates the evolution of the arena, representing the very first Madison Square Garden, and the one we know it as today.
Spacing each line with a unit of one fourth of the square. The width of the logo is x24 of this unit. The “O” and circle are the same size.
The first Madison Square Garden
The current Madison Square Garden
Application
Typeface
MSG Main
Stardom
D65C15
Legacy
D65C15
Magic
D65C15
Spirit
D13CB9
Passion
25ADA6
The variations of the logo aims to capture the wide variety of events that take place in Madison Square Garden. It remains easily recognizable, but is distinct in identify what type of event is taking place
Typeface
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1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Inter Light
Dynamic System
Music Symbol
Sports Symbol
Events Symbol
