TSX Entertainment Brand Identity

VISUAL Design + Strategy

Building an evolved identity and comprehensive guidelines for an entertainment company set to produce the world’s biggest cultural moments.

TSX Entertainment is at the intersection of the digital and physical world. In addition to an immersive digital presence, the TSX building is located in New York City, being constructed to encompass a retail space, gallery, recording studios, restaurant, bars, and an operational one-of-a-kind stage that opens up from an 18,000 sq. ft. digital billboard in the heart of Times Square. This provided an interesting challenge: create a brand to unite this entertainment enterprise, while leaving room to tell the story of each vertical of the business.

We started the journey by collaborating with Stink Studios, who helped guide us through a brand analysis and determine our brand positioning.

Next, an identity was needed to represent the spirit of TSX–a powerful presence operating behind-the-scenes to make culture-defining experiences of the future.

Since TSX works to empower artists and brands, we needed a mark that plays well with others but is also able to stand alone and stand out.

Using the brand ethos of “refined confidence” as the north star, a tone of purposeful restraint was embraced. The mark is minimal and polished with the slight roundness of the logotype softening the sharp corners of the square, a shape that acknowledges the name and genesis of the company.

The identity was expanded into a complete visual language. The primary palette of black, white and gold is combined with secondary colors that provide the flexibility to be toned down or more expressive. The condensed typography was selected for its bold personality and editorial appeal.