Upon its 20th anniversary, Mall of America was in search of a new identity, something that would better reflect its position as a curator of popular culture. Duffy’s challenge was to create an identity that reflected the Mall of America’s iconic, bold and unmistakable American image. New design elements include colorful interior branding, brand language, logo, environment, promotional merchandise, website and social media pages.
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.”