Opened to the public in 1992 the Mall of America (MOA) is he United States’ largest retail and entertainment complex as a 4.87 million square foot structure sitting in a plot of land 78 acres big — either 7 baseball stadiums or 32 Boeing 747s would fit inside. Attracting 42 million visitors annually, MOA houses 520 shops, an indoor amusement park with 27 rides, an indoor aquarium, a 14-screen movie theater, and even a chapel that weds over 300 couples every year.On May 15th, MOA introduced its new identity designed by Minneapolis-based Duffy & Partners.
“Always fresh. Always exciting. Always new. This is Mall of America®, as reflected in the new logo making its debut today. Twenty years young, the nation’s largest retail and entertainment destination is thoughtfully using design to convey its wealth of unforgettable, dynamic, vibrant experiences, enjoyed by guests from around the world.”
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.
“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 creative director at Duffy & Partners
Read the full press release here