MSG is always in motion

MSG’s motion language is grounded in playful repetition and rhythm inspired by movement, like the consistent beat of music, the elasticity of a ball on court, and the momentum of the arena’s energy and the sense of speed of a game.

See the Motion Tool-Kit below.

Motion Principles

The principles offer a flexible framework for intuitive, expressive motion across the brand. By prioritizing clarity and consistency, motion becomes a functional layer that conveys personality and strengthens recognition.

Rhythm & Anticipation: A consistent beat creates cadence through repetition, offset, and layered timing.

Playful Elasticity: Carries subtle personality through shape and deformation with staggered layers, pinch, bulges, and rebounds.

Momentum & Direction: Emphasizes energy, flow, and directionality through a sense of speed and the smooth easing.

Playful Elasticity: Carries subtle personality through shape and deformation with staggered layers, pinch, bulges, and rebounds.

Logo

Logo movement should match its visual consistency, distilling motion principles into an animation for opening or closing videos and ads.

Patterns In Motion

Depending on the category, each has it’s unique motion behavior but all are able to connect with one another and follow the same timing.

Color Usage

Color is vital to bring the patterns to live and a key behavior is the pairing inversion within the motion. See the examples below for each of the categories.

Static vs. Video Content

Both content types should break the container: video places the figure fully in front, while static keeps it half inside and half out. See examples below.

Brand Applications