Star-Spangled Shopping: Mall of America Gets Brand Update from Duffy & Partners

We’ve never visited the Mall of America, but we know it’s home to an amusement park, an aquarium, a 34-foot-tall LEGO robot, and, until recently, a logo that suggested a high school show choir with a deep repertory of patriotic medleys (and hey, for all we know, such a bunch is permanently stationed between Bubba Gump Shrimp Co. and Lenscrafters). The 21-year-old Minnesota megaplex, which describes itself as “the Hollywood of the Midwest,” tapped Duffy & Partners for a fresh look–spanning brand language, logo, environment, promotional merchandise, website, social media pages and interior branding–that reflected its ever-changing assortment of outlets and attractions: today Mike & Ike and a new sea turtle, tomorrow Pinkberry and Cirque de Soleil. “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,” says Joe Duffy. “The new identity system is a dynamic evolution that moves and morphs and wraps and celebrates and highlights.”

Mall of America Rebrand from Duffy & Partners on Vimeo.