MSG is a multi-purpose indoor arena in New York City and the oldest major sporting facility in the NY metropolitan area.
Explore MSG in-depth, including audience, purpose statement, and tone of voice.
In order to elevate MSG’s brand from a static mark to a dynamic presence, here are some core foundations to be applied to maintain consistency and reflect the scale, energy, and diversity of the MSG experience.
Capturing MSG’s history and physical transformation through an architectural motif.
The Square symbolizes the original Madison Square Garden, while the Circle represents the current arena, encapsulating the brand’s journey and history.
MSG’s Primary Logo is established with a refined custom display typeface embodying “the pillar of entertainment” with subtle serifs for prestige and a modern twist in the word-mark.
The symbol integrates the architectural motif, while the lock-up makes a reference to MSG’s subway sign (NY culture).
To protect the clarity of the logo and ensure it has as much impact as possible, it should be surrounded by an area of space known as the exclusion zone.
In situations where the primary logo is too large or doesn't fit the space, such as on smaller formats, social media, or in specific marketing materials, these variations can be utilized.
Additionally, the symbol can stand alone and be used to develop patterns and a unique graphic language.
MSG’s updated visual identity showcases a unique dynamic system (color, patterns, symbol) that captures each category’s charm.
Highlighting Music, Sports, and Culture as main categories that serve as an umbrella for in-depth selections.
MSG’s new identity places an emphasis on movement and energy, using the Dynamic System symbols to create unique patterns to capture this. Also used throughout various applications and motions.
Capturing MSG’s history and physical transformation through an architectural motif. The Square symbolizes the original Madison Square Garden, while the Circle represents the current arena, encapsulating the brand’s journey and history.
In unique cases, where the wordmark is used independently from the Primary Logo or Dynamic System Lockups.
There are several ways to not use the logo, including stylistic treatments. This includes but is not limited to:
Refrain from applying visual effects, such as drop shadow, using gradient, overlays, or other color effects, using outlines, and removing the fill.
Additionally, do not alter or change typeface, do not stretch or condense, and do not rotate the logo in any direction.
Copyright ©2026 MSG
Contact us at questions@msg.com
MSG is a multi-purpose indoor arena in New York City and the oldest major sporting facility in the NY metropolitan area.
Explore MSG in-depth, including audience, purpose statement, and tone of voice.
In order to elevate MSG’s brand from a static mark to a dynamic presence, here are some core foundations to be applied to maintain consistency and reflect the scale, energy, and diversity of the MSG experience.
Capturing MSG’s history and physical transformation through an architectural motif.
The Square symbolizes the original Madison Square Garden, while the Circle represents the current arena, encapsulating the brand’s journey and history.
MSG’s Primary Logo is established with a refined custom display typeface embodying “the pillar of entertainment” with subtle serifs for prestige and a modern twist in the word-mark.
The symbol integrates the architectural motif, while the lock-up makes a reference to MSG’s subway sign (NY culture).
To protect the clarity of the logo and ensure it has as much impact as possible, it should be surrounded by an area of space known as the exclusion zone.
In situations where the primary logo is too large or doesn't fit the space, such as on smaller formats, social media, or in specific marketing materials, these variations can be utilized.
Additionally, the symbol can stand alone and be used to develop patterns and a unique graphic language.
MSG’s updated visual identity showcases a unique dynamic system (color, patterns, symbol) that captures each category’s charm.
Highlighting Music, Sports, and Culture as main categories that serve as an umbrella for in-depth selections.
MSG’s new identity places an emphasis on movement and energy, using the Dynamic System symbols to create unique patterns to capture this. Also used throughout various applications and motions.
Capturing MSG’s history and physical transformation through an architectural motif. The Square symbolizes the original Madison Square Garden, while the Circle represents the current arena, encapsulating the brand’s journey and history.
In unique cases, where the wordmark is used independently from the Primary Logo or Dynamic System Lockups.
There are several ways to not use the logo, including stylistic treatments. This includes but is not limited to:
Refrain from applying visual effects, such as drop shadow, using gradient, overlays, or other color effects, using outlines, and removing the fill.
Additionally, do not alter or change typeface, do not stretch or condense, and do not rotate the logo in any direction.
Copyright ©2026 MSG
Contact us at questions@msg.com