The Best Thing I’ve Seen Today: Mall of America Rebrand

by rferron

Design studio Duffy & Partners recently finished a rebrand project for one of the bigger and more iconic tourist attractions, Mall of America. I’m loving the simple, colorful identity system.  

“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. (via The Minneapolis Egoist.)

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