Typography
Our typographic approach establishes a system rooted in our brand typeface, MSG Display, and paired with Poppins for written communication.
It brings personality and consistency. Our usage of it can defy conventions and push typography into new and experimental forms.
MSG Display
Our typeface is MSG Display, a customized version of Coolvetica (a 1970s display lettering look with really tight kerning and funky curls) by Ray Larabie from Typodermic.
MSG Display turns sans-serif to subtle serifs and plays around with the contrast of round vs angular forms.
Secondary Typeface
Our type system also includes Poppins, a geometric sans-serif by Jonny Pinhorn and Ninad Kale from Indian Type Foundry. This secondary typeface plays a complementary role to MSG Display, introducing an editorial tone for communication text.
Poppins is available in various styles and should be reserved for occasional and intentional use.
Typesetting
Good typesetting requires a discerning eye. Below are some universal principles to follow when setting type that help ensure consistency and high legibility.
MSG Display Leading
Leading, also known as line height, is the space between each line of text. Leading should vary depending on the size of the typography. Aim for a value between 85% and 120% of the type size. Larger headlines use lower values, while body text uses higher values.
Poppins Leading
Leading, also known as line height, is the space between each line of text. Leading should vary depending on the size of the typography. Aim for a value between 85% and 120% of the type size. Larger headlines use lower values, while body text uses higher values.
MSG Display Tracking
Tracking is the spacing between all glyphs in a string of text. Aim for a value between -3% and 0% (-30 and 0 in Adobe software). Tracking may be adjusted beyond 0% to improve legibility at smaller sizes.
Poppins Tracking
Tracking is the spacing between all glyphs in a string of text. Aim for a value between -3% and 0% (-30 and 0 in Adobe software). Tracking may be adjusted beyond 0% to improve legibility at smaller sizes.
MSG Display Kerning
Kerning is the space between two given glyphs. Kerning pairs have already been established. Manual kerning adjustment may be useful in instances where type is set very large, and so the distance between letterforms requires tweaking.
Hierarchy (Including MSG Display & Poppins)
Hierarchy is the relationship between type sizes in a composition and the flow of information. Aim for high contrast between text sizes across hierarchy levels. The higher the contrast, the clearer the levels of hierarchy will be.
Usage
For MSG Display, there’s only one default for typesetting. However, for Poppins: Light, Regular, and Semi-Bold are the default for typesetting.
Establishing this typographic hierarchy helps to alleviate any confusion about which weights and widths. Ideal for moments where clear communication and brand recognition take priority over typographic expression and experimentation.
Experimental Usage
For moments that require more expressive typographic treatment, guidance on motion and special effects can be interpreted more loosely.
Here, typography becomes its own distinct graphic object, treated and pushed to create dynamic and compelling compositions. Always consider the relationship of type to the rest of the composition.
Copyright ©2026 MSG
Contact us at questions@msg.com
Typography
Our typographic approach establishes a system rooted in our brand typeface, MSG Display, and paired with Poppins for written communication.
It brings personality and consistency. Our usage of it can defy conventions and push typography into new and experimental forms.
MSG Display
Our typeface is MSG Display, a customized version of Coolvetica (a 1970s display lettering look with really tight kerning and funky curls) by Ray Larabie from Typodermic.
MSG Display turns sans-serif to subtle serifs and plays around with the contrast of round vs angular forms.
Secondary Typeface
Our type system also includes Poppins, a geometric sans-serif by Jonny Pinhorn and Ninad Kale from Indian Type Foundry. This secondary typeface plays a complementary role to MSG Display, introducing an editorial tone for communication text.
Poppins is available in various styles and should be reserved for occasional and intentional use.
Typesetting
Good typesetting requires a discerning eye. Below are some universal principles to follow when setting type that help ensure consistency and high legibility.
MSG Display Leading
Leading, also known as line height, is the space between each line of text. Leading should vary depending on the size of the typography. Aim for a value between 85% and 120% of the type size. Larger headlines use lower values, while body text uses higher values.
Poppins Leading
Leading, also known as line height, is the space between each line of text. Leading should vary depending on the size of the typography. Aim for a value between 85% and 120% of the type size. Larger headlines use lower values, while body text uses higher values.
MSG Display Tracking
Tracking is the spacing between all glyphs in a string of text. Aim for a value between -3% and 0% (-30 and 0 in Adobe software). Tracking may be adjusted beyond 0% to improve legibility at smaller sizes.
Poppins Tracking
Tracking is the spacing between all glyphs in a string of text. Aim for a value between -3% and 0% (-30 and 0 in Adobe software). Tracking may be adjusted beyond 0% to improve legibility at smaller sizes.
MSG Display Kerning
Kerning is the space between two given glyphs. Kerning pairs have already been established. Manual kerning adjustment may be useful in instances where type is set very large, and so the distance between letterforms requires tweaking.
Hierarchy (Including MSG Display & Poppins)
Hierarchy is the relationship between type sizes in a composition and the flow of information. Aim for high contrast between text sizes across hierarchy levels. The higher the contrast, the clearer the levels of hierarchy will be.
Usage
For MSG Display, there’s only one default for typesetting. However, for Poppins: Light, Regular, and Semi-Bold are the default for typesetting.
Establishing this typographic hierarchy helps to alleviate any confusion about which weights and widths. Ideal for moments where clear communication and brand recognition take priority over typographic expression and experimentation.
Experimental Usage
For moments that require more expressive typographic treatment, guidance on motion and special effects can be interpreted more loosely.
Here, typography becomes its own distinct graphic object, treated and pushed to create dynamic and compelling compositions. Always consider the relationship of type to the rest of the composition.
Copyright ©2026 MSG
Contact us at questions@msg.com