Duffy and Partners Creates New Brand Identity for Mall of America

Duffy & Partners Creates New Brand Identity for Mall of America

Duffy & Partners has recently created a new, dynamic brand identity for the world's largest retail complex, Mall of America.

Upon its 20th anniversary, Mall of America was in search of a new identity, something that would better reflect its position as a curator of popular culture. Duffy's challenge was to create an identity that reflected the Mall of America's iconic, bold and unmistakable American image. The new identity conveys American ingenuity, energy and excitement, a brand that consistently surprises. New design elements include brand language, logo, environment, promotional merchandise, website, social media pages and interior branding.

Duffy's design redefines the true American star, threading together a place where fashion, entertainment, cuisine, thrills and community intersect. The result is a robust brand language that is fresh and full of energy and optimism. The design is accompanied by a tagline crafted by Duffy, "Always New."

"The power of design is realized when a business challenge is solved. For Mall of America, we knew we had to harness the dynamism of their unique experience, the equity found in their American ingenuity and embrace all the 'new' that is their DNA," commented Joe Duffy, founder and creative director, Duffy & Partners. "This dynamic identity system is a direct reflection of their invitation to the world to experience America's leading retail and entertainment destination."

The new logo is designed to interactively utilize colors for a dynamic representation of the heart of Mall of America. Pink for Susan G. Komen Race for the Cure, silver and gold for the holiday season and red, white and blue for Independence Day are just some of the colorful interpretations guests can anticipate.

As an animation, flowing ribbons of color streak across the screen to create the "star" shape. These ribbons are designed to be a nod to the ribbons of the retired Mall of America logo. The fluid motion of the ribbons represents the Mall's constant change and innovation, while the ribbons themselves are more literally interpreted as a representation of shopping and gift-giving.