The TD Garden wanted to redefine the Premium Club level experience in a way that differentiated itself from all of the other arenas in the world. Very few deviated from including 'Premium" or 'Club' in their names. With consumer research we found that there was a lot of confusion around the offerings within the premium club section and if it was only club seating. Through the strategy process we found an opportunity to reposition the club level beyond naming and fill in gaps where the level of service, access, food and beverage and experience needed to match the price of the membership. With these upgrades and research into the legacy of historic societal clubs in Boston, we came to the final name of "Boston Garden Society".
While the updated name reflected on historic societal clubs, we wanted to bring a modern sport influenced twist on the visual identity. The typography is a combination of letterforms that are visually similar to the original 'North Station / Boston Garden' sign from the early 1930's as well as being more angular and geometric to pull from athletic jerseys of the Bruins & the Celtics.The primary logo type is based on a few different geometric forms that relate to the shape of the arena, the ice & parquet floors, and the styles of the countless championship banners both teams have won over the past. To reinforce the concept, we include ‘ESTD 1928' within a few lockups which was the year that the original TD garden was built.
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