Mall of America partnered with Duffy & Partners to develop a new iconic image. 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 new logo is designed to interactively utilize colors for a dynamic representation of the heart of Mall of America. Pink for Susan G. Komen Race for the Cure, silver and gold for the holiday season and red, white and blue for Independence Day are just some of the colorful interpretations guests can anticipate. Accompanying the new logo is a new tagline, “Always New.” While maintaining the status of “The Place for Fun,” Mall of America constantly introduces new retailers, exhibits, rides and events.