Local design studio Duffy & Partners recently finished a rebrand project for one of the bigger and more iconic tourist attractions in the state, Mall of America. We don't know about you; but, we though the mall was in dire need of it for a while now and we're loving the simple, colorful identity system created by Duffy. The design studio wanted to tap into the fact that, over the years, the mall has become much more than just a shopping destination. "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 CD at Duffy & Partners.
If ever an assignment begged for a dynamic identity system this seemed to be the one. “Mall of America is never static,” said Maureen Bausch, Mall of America executive vice president of business development. “We are always new, constantly changing to offer the latest, hottest and most memorable experiences for our guests. Therefore, we are moving away from a static logo and incorporating a dynamic colorful design, making use of innovative digital media.” The system is built with the intent to move, morph, wrap, celebrate, and highlight.
"Mall of America Rebrand" Duffy & Partners