There are few destinations as iconic as Mall of America.
The name says it all. Or does it? The reality is that “Mall” of America is
so much more than a mall. Even more, on any given day, it’s something
different. It’s always changing.
If ever an assignment begged for a dynamic identity system
this was the one. As Mall of America approached 20 years, they wanted to
take the opportunity to better reflect all that makes them the nation’s largest
retail and entertainment destination,
(with even more exciting expansion in the works). They also were mindful of
respecting the iconic symbolism of the star and stripes in the original logo.
The new identity system is a dynamic evolution that moves
and morphs and wraps and celebrates and highlights. It’s a brand that’s on the
leading edge of popular culture, with a new identity that gives them the
ability to show how the experience is truly “Always New.”