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