Brand / Communication Design : Rebranding
Branding Systems / Identities - Digital
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 POSITIONING
Madison Square Garden stands as the historic entertainment destination for New Yorkers, offering a wide array of legendary events spanning from sports games to concerts.
DESIGN PRINCIPLE
The venue is committed to excellence, integrity, and innovation, creating diverse, inclusive, and customer-focused experiences at New York’s premier destination for entertainment.
02
PRIMARY LOGO
Square shape, reflecting the name Madison Square, and exclamation point for excitement and energy.
INSPIRATION
The logo design was inspired by an aerial view of the MSG stadium, where I 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.
DYNAMIC SYSTEM
COLORS
03
04
VERSATILE
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.
REVITALIZED
Modernized MSG's identity to attract a broader demographic by refreshing its visuals and messaging, enhancing its overall appeal.
CONSISTENT
Applied the new branding across various platforms, updating digital media and promotional materials for a cohesive presence that strengthens recognition.
