Art Direction
Design Statement
The Ever-Changing Box. MSG's brand identity reflects its grand status as the pillar of entertainment through a modular and interactive brand mark that embodies the excitement of live events.
Design Principles
Adaptability
Fluctuating and engaging, inviting the audience to explore more.
Variety
Design that appeals to diverse audiences, functioning as a universal aesthetic.
Interactive Experience
Immersive storytelling that showcases the energy of the renowned arena
Design Motif
The updated brand mark captures MSG’s history and physical transformation through the symbolism of the Square and Circle.
The Square symbolizes the original Madison Square Garden, while the Circle represents the current arena, encapsulating the brand’s journey.
Architecture and space are essential to MSG’s grand presence and experience.
Despite various renovations, its integrity and embodiment of live experiences continue to shine.
The original Madison Square Garden, 1879
The current Madison Square Garden, 2024
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