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The Mall opened in August of 1992 and is located in Bloomington, Minn. Mall of America partnered with Duffy & Partners to develop a new iconic image. Duffy & Partners is a Minneapolis design firm, recognized nationally and internationally for excellence in design.

The creative process recognized the equity found in the star of the original logo and transformed it into the dynamic new star made of vibrant colored ribbons. The ribbons depict the multitude of the always fresh, exciting and new experiences at Mall of America which is the magic of the brand.

Primary Identity | Image

“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. This dynamic identity system is a direct reflection of their invitation to the world to experience America’s leading retail and entertainment destination,” said Joe Duffy, founder and creative director at Duffy & Partners.

Brand Language | Image

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.

Interior Branding | Source

Branded Merchandise | Source

Accompanying the new logo is a new tagline, “Always New.” While maintaining the status of “The Place for Fun,” Mall of America constantly introduces new retailers, exhibits, rides and events. More than 20 new stores opened their doors in 2012 and similar numbers are expected to be reached in 2013. In the past five years, Mall of America has spent more than $25 million in renovations and upgrades, all in the pursuit of treating guests to the ultimate shopping experience.

Website & Social Media | Source

The vibrant new “star” logo will appear on everything from billboards to business cards, gift cards to garbage cans. Mall employees will receive new brightly colored uniforms, helping guests easily identify Mall staff. Mall gift shops will be stocked with updated apparel, accessories and merchandise to show off the new logo in style as well. (Press Release)