Rebranding work is always interesting to me because it usually involves so many elements, such as combining a company’s history with contemporary design elements. Okay, I’ll come clean, I enjoy before and after scenarios, especially when it involves a well-known entity, such as the Mall of America. To rebrand the Mall of America for its 20th anniversary, the folks at Duffy & Partners had to take into account the history of the world’s largest retail complex.
Not to mention that the Mall of America and it’s logo have become iconic. So, Duffy & Partners tackled the rebranding by creating a new, contemporary logo and brand identity while staying true to the Mall of America’s original star and banner logo.
And as a “curator of popular culture,” it was also important for Duffy & Partners to show that the Mall of America is more than a shopping destination through the new logo and through the promotional merchandise (such as the mugs), website, social media, and so on.
Duffy & Partners explain the design on their website:
Duffy’s design redefines the true American star, threading together a place where fashion, entertainment, cuisine, thrills and community intersect. The result is a robust brand language that is fresh and full of energy and optimism. The design is accompanied by a tagline crafted by Duffy, “Always New.”
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