Mall of America Rebrand

By Duffy & Partners May 15, 2013

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.”


What others think:

  • interesting looks more contemporary for sure. Here's what it says to me - Googlesque, more international translation less American, and perhaps just because of marriage amendment passing, a nod to being a place for everyone.  

    albert maruggi May 16, 2013 — 10:48 am

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