Rooted in Structure

Our typographic approach surrounds our custom brand typeface, MSG Display, and is paired with a round geometric sans-serif font for written communication. It brings personality and consistency.

Custom Display Type

Inspired by architectural curvature, our typeface is MSG Display is a customized version of Ray Larabie’s Coolvetica — a 1970s display lettering look with really tight kerning and funky curls. The subtle serif details reinforce the concept up close, but the type remains highly legible from a distance and simplified for clarity in motion.

Inspired by architectural curvature, our typeface is MSG Display is a customized version of Ray Larabie’s Coolvetica — a 1970s display lettering look with really tight kerning and funky curls.

The subtle serif details reinforce the concept up close, but the type remains highly legible from a distance and simplified for clarity in motion.

Type Details

A closer look at how the motif bled into the typography and how MSG Display is in motion.

Type Setting

Good typesetting requires a discerning eye. Below are some universal principles to follow when setting type that help ensure consistency and high legibility.

Leading (line height) is the space between lines. Use 85–120% of type size—tighter for headlines, looser for body text.

Tracking is the spacing between letters. Aim for -3% to 0% (-30 to 0 in Adobe); increase if needed for small text legibility.

Layout: Type Usage

For MSG Display, there’s only one default — all caps. Establishing typographic hierarchy helps to lead communication and be visually driven. See the breakdown for various formats below and an example with actual content.

Incorrect Usage

Rules should be followed to ensure consistency and considered typesetting. Avoid the following.

Brand Motion