Mall of America Logo On the Move
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.”