1928 Club
PREMIUM AMENITY BRANDING FOR Modern speakeasy
The old Boston Garden opened on November 17, 1928 as the “Boston Madison Square Garden.’’ Shortened not long after its opening to just “Boston Garden,’’ the venue served as host to some of the greatest sports moments in Boston history. The 7,500-sq. ft. 1928 Club is an exclusive amenity created as part of the arena’s multi-million dollar Legendary Transformation. Modeled after a modern 1920’s speakeasy, this dedicated destination pays homage to the storied history of the Boston Garden and is for full season Club Seating clients to dine, lounge, and socialize.
The TD Garden turned to Chameleon DG for an identity for this new space that pays homage to the history of this iconic building, yet able to stand the test of time as a recognizable brand.
CLIENT
TD Garden
LOCATION
Boston, MA
INDUSTRY
Sports & Entertainment
SERVICES
Brand Strategy
Visual Identity System
Creative Concepting & Execution
LOGO IDENTITY
The 1928 Club needed to seamlessly bridge the 1920's time period with the legendary remodel of TD Garden. We immersed ourselves in numerous amounts of information relating back to the inception of original Boston Garden. We narrowed our in-depth study to the era's typography and the building's art deco style architecture, prevalent on the original facade. The result is a vintage brand identity system. The speakeasy style logo sets itself apart from the other spaces within the TD Garden.
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