Bolchalk FReY's Blog

After recently celebrating its 20th Anniversary, Mall of America debuted a new look… including a new logo, new tagline and overall new, dynamic identity.

The nation’s largest retail and entertainment complex has used the same logo for 20 years. Though the logo certainly reflected the patriotic name, it began to look dated.

With the help of Duffy & Partners, a Minneapolis design firm, Mall of America launched a new identity that, “reflects our 20 years of evolution, while paving the way for all of the fresh, exciting, new plans for Mall of America.” (As quoted from Maureen Bausch, Mall of America Executive Vice President of Business Development.)

In describing its new logo, Mall of America explained on their website:

“The creative process recognized the equity found in the star of the original logo and transformed it into the dynamic new star made of vibrant colored ribbons. The ribbons depict the multitude of the always fresh, exciting and new experiences at Mall of America which is the magic of the brand.

As an animation, flowing ribbons of color streak across the screen to create the “star” shape. These ribbons are designed to be a nod to the ribbons of the retired Mall of America logo. The fluid motion of the ribbons represents the Mall’s constant change and innovation, while the ribbons themselves are more literally interpreted as a representation of shopping and gift-giving.”

The new logo will be splashed all over everything from business cards and the company website to trash cans and shopping bags. For more insight into the new logo’s versatility, you can view this short but entertaining video:

Kristen Oaxaca, Graphic Designer