The Mall of America in Bloomington, Minnesota, is no ordinary shopping mall; it’s an entertainment destination. The 4.2 million square foot complex boasts more than 520 shops and the nation’s largest indoor family amusement park. Yet its old traditionally patriotic logo in red, white and blue evoked an era that pre-dated the digital revolution. No longer. The Mall teamed with Minneapolis-based Duffy & Partners to develop an identity system that looks like a multi-colored translucent ribbon merrily transforming itself into different shapes and shades, ultimately forming a star. The new identity anticipates a variety of animated applications and color changes for special events as well as how it will look as a stationary symbol. The myriad possibilities match the Mall’s new tagline “Always New.”
A logo is widely considered the most important visual expression of retail brands, corporations and institutions. The symbol is a graphic “stand-in” for the entity, communicating its personality and values through a unique and memorable combination of colors, shapes and typography. The latest episode of PBS’s Off Book web series explores “The Art of Logo Design,” with designers Stephen Heller, Sagi Haviv of Chermayeff & Geismar, Kelli Anderson, and Gerard Huerta commenting on the role of logos today.
For more than a century, the QWERTY typewriter was the most important business tool in any office. Millions were made and sold. Then in the 1980s, along came the desktop computer and within a decade, typewriters were destined for the trash heap. Where most people saw outmoded technology, illustrator/sculptor Jeremy Mayer in Oakland, California, looked beyond the typewriter’s original function and saw an intriguing array of metal shapes and forms that could be reassembled into full-scale anatomically correct human and animal figures.