Duffy gift wraps Mall of America

One of the biggest shopping centres in the US – the Mall of America in Minnesota – has a vastly improved new identity system courtesy of Duffy & Partners

One of the biggest shopping centres in the US – the Mall of America in Minnesota – has a vastly improved new identity system courtesy of Duffy & Partners

Mall of America is a massive retail and entertainment complex with over 500 shops, an indoor amusement park and aquarium – not forgetting Moose Mountain Adventure Golf of course. Its previous identity majored on the brand’s ‘American-ness’ but was looking pretty tired

Duffy’s new system adds colour, movement and much better type (it’s Interstate, by the way) and is built around the kind of brightly coloured ribbon you might gift wrap a purchase with

The ribbon device can be adapted for different promotions or seasons

And the position of the type/style of ribbon can change too


Mock-ups show the system in use (here’s one identity that we actually can imagine being used on carrier bags, as opposed to all the overly-optimistic Live Surface visuals we so often see)



OK, so it’s not totally original (what is?) – the semi-transparent coloured ribbon device picks up on several of the trends noted in the LogoLounge Trend Report which we publish each July in CR – but it’s a really nicely done system for a very mainstream client, with plenty of options.


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