Motion
MSG’s motion language is grounded in playful repetition and rhythm inspired by movement, such as the consistent beat of music, the elasticity of a ball on court, and the arena’s energy and sense of speed in a game.
Principles
Motion principles ensure that movement is clear, intentional, and always in service of communication, not decoration. It provides a flexible framework for creating motion that feels intuitive and expressive across the brand and its experiences.
By prioritizing clarity and consistency, it becomes a functional layer that carries brand personality and strengthens recognition.
Rhythm & Anticipation
Follows a consistent beat, creating a sense of cadence across the system through repetition, intentional offset, and layered timing.
Playful Elasticity
Carries subtle personality through shape and deformation with staggered layers, pinch, bulges, and rebounds.
Fast Motion
It’s quick and responsive, but eased for smoothness (derived from the rounded forms in the architecture) to complement angular type and geometric elements.
Momentum & Direction
Emphasizes energy, flow, and directionality through a sense of speed and the application of motion blur.
Typography
Typography is a major component of MSG’s motion graphics, ranging from subtle motions to more expressive kinetic type.
Here are a few guiding rules help establish a framework to bring type to life, while allowing for flexibility when needed.
Rhythm & Anticipation
Follows a consistent beat, creating a sense of cadence across the system through repetition, intentional offset, and layered timing.
Playful Elasticity
Carries subtle personality through shape and deformation with staggered layers, pinch, bulges, and rebounds.
Fast Motion
It’s quick and responsive, but eased for smoothness (derived from the rounded forms in the architecture) to complement angular type and geometric elements.
Momentum & Direction
Emphasizes energy, flow, and directionality through a sense of speed and the application of motion blur.
Logo
Logo movement should be just as consistent as the way our logo appears graphically. Our logo animation distills our motion principles into a device that can begin or end short files, ads, and other forms of video.
Fast Motion
It’s quick and responsive, but eased for smoothness (derived from the rounded forms in the architecture) to complement angular type and geometric elements.
Momentum & Direction
Emphasizes energy, flow, and directionality through a sense of speed and the application of motion blur.
Patterns
Logo movement should be just as consistent as the way our logo appears graphically. Our logo animation distills our motion principles into a device that can begin or end short files, ads, and other forms of video.
Logo Mark
Follows a consistent beat, creating a sense of cadence across the system through repetition, intentional offset, and layered timing.
Music
Carries subtle personality through shape and deformation with staggered layers, pinch, bulges, and rebounds.
Sports
It’s quick and responsive, but eased for smoothness (derived from the rounded forms in the architecture) to complement angular type and geometric elements.
Culture
Emphasizes energy, flow, and directionality through a sense of speed and the application of motion blur.
Copyright ©2026 MSG
Contact us at questions@msg.com
Motion
MSG’s motion language is grounded in playful repetition and rhythm inspired by movement, such as the consistent beat of music, the elasticity of a ball on court, and the arena’s energy and sense of speed in a game.
Principles
Motion principles ensure that movement is clear, intentional, and always in service of communication, not decoration. It provides a flexible framework for creating motion that feels intuitive and expressive across the brand and its experiences.
By prioritizing clarity and consistency, it becomes a functional layer that carries brand personality and strengthens recognition.
Rhythm & Anticipation
Follows a consistent beat, creating a sense of cadence across the system through repetition, intentional offset, and layered timing.
Playful Elasticity
Carries subtle personality through shape and deformation with staggered layers, pinch, bulges, and rebounds.
Fast Motion
It’s quick and responsive, but eased for smoothness (derived from the rounded forms in the architecture) to complement angular type and geometric elements.
Momentum & Direction
Emphasizes energy, flow, and directionality through a sense of speed and the application of motion blur.
Typography
Typography is a major component of MSG’s motion graphics, ranging from subtle motions to more expressive kinetic type.
Here are a few guiding rules help establish a framework to bring type to life, while allowing for flexibility when needed.
Rhythm & Anticipation
Follows a consistent beat, creating a sense of cadence across the system through repetition, intentional offset, and layered timing.
Playful Elasticity
Carries subtle personality through shape and deformation with staggered layers, pinch, bulges, and rebounds.
Fast Motion
It’s quick and responsive, but eased for smoothness (derived from the rounded forms in the architecture) to complement angular type and geometric elements.
Momentum & Direction
Emphasizes energy, flow, and directionality through a sense of speed and the application of motion blur.
Logo
Logo movement should be just as consistent as the way our logo appears graphically. Our logo animation distills our motion principles into a device that can begin or end short files, ads, and other forms of video.
Fast Motion
It’s quick and responsive, but eased for smoothness (derived from the rounded forms in the architecture) to complement angular type and geometric elements.
Momentum & Direction
Emphasizes energy, flow, and directionality through a sense of speed and the application of motion blur.
Patterns
Logo movement should be just as consistent as the way our logo appears graphically. Our logo animation distills our motion principles into a device that can begin or end short files, ads, and other forms of video.
Logo Mark
Follows a consistent beat, creating a sense of cadence across the system through repetition, intentional offset, and layered timing.
Music
Carries subtle personality through shape and deformation with staggered layers, pinch, bulges, and rebounds.
Sports
It’s quick and responsive, but eased for smoothness (derived from the rounded forms in the architecture) to complement angular type and geometric elements.
Culture
Emphasizes energy, flow, and directionality through a sense of speed and the application of motion blur.
Copyright ©2026 MSG
Contact us at questions@msg.com