The Mall of America branding is a star

US group Duffy & Partners has created a new identity for the Mall of America in Minnesota, which is one of the world’s largest shopping centres.

The new Mall of America identity
The new Mall of America identity

The Mall of America, which is owned by the Triple Five Group and located in Bloomington, near Minneapolis, is marking its 20th anniversary this year.

The identity, before and after
The identity, before and after

Duffy was tasked to develop an identity that would ‘communicate that beyond shopping, Mall of America had become the destination that embodies the pulse of popular culture’.

Identity on bags
Identity on bags

The consultancy developed an identity based on the star that featured in the previous logo, but which can now be ‘unwrapped’ as a ribbon in various colours and configurations.

Brand language, showing the star being 'unwrapped'
Brand language, showing the star being ‘unwrapped’

The new identity can also be developed into a series of patterns, which can be used in campaigns and interior applications.

Identity on interiors
Identity on interiors

Duffy also developed a new tagline, ‘always new’.

Identity on interiors
Signage

Maureen Bausch, EVP business development at Mall of America, says, ‘Our challenge was to create an identity to reflect the dynamic experience of MOA. Far more than a logo, Duffy designed a “living” brand with the ability to evolve as Mall of America grows… always new.’

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