Love it or Leave it: new MALL OF AMERICA logo

The world’s largest retail complex – the MALL OF AMERICA® – recently unveiled a new logo design and a new slogan. While a shopping mall may not seem terribly exciting in the world of brands, the logo  is terrific. The logo is:

• Bright
• Colorful
• Simple
• Clean
• Suggestive (of wrapping paper and of a star, one of the class “American” symbols)
• Consistent with the last logo by continuing the star theme
• flexible with several different – but consistent – versions
• It has potential moving parts for use online (see www.mallofamerica.com)

The whole branding packing looks like it was very well done. It includes a video (below) detailing the story of the new logo and a press release.  And it features a new slogan – ALWAYS NEW. The slogan is great too – suggestive of new stores, new items, new fun at the mall.  And suggestive of the reason for visiting the mall, to buy something new or experience something new.

In addition to the video, the launch also was accompanied by the proper USPTO trademark applications (click for USPTO records):

• – Leasing and rental of shopping mall space, office space, and entertainment center space; real estate management of combination shopping mall, office, and entertainment complexes
• Leasing and rental of shopping mall space, office space, and entertainment center space; real estate management of combination shopping mall, office, and entertainment complexes
• – Leasing and rental of shopping mall space, office space, and entertainment center space; real estate management of combination shopping mall, office, and entertainment complexes
• ALWAYS NEW – Leasing and rental of shopping mall space, office space, and entertainment center space; real estate management of combination shopping mall, office, and entertainment complexes

What do you think of the new logo?

Mall of America Rebrand from Duffy & Partners on Vimeo.