The Mall of America, which turns twenty this year, really exceeds the common meaning of the word ‘mall.’ It is the most visited mall in the world, and one of the biggest. Its brand is one of the most recognizable in the country. In honor of its birthday, and to help it keep up with the changing times, the Mall of America has wisely undergone a rebranding, replacing its old star and banner with an updated version.
The Old Image
The Mall of America’s original logo was clean and simple. A star with a banner unfurled on either side of it, with the words Mall of America written nearly underneath, the logo was a classic. It positioned the mall as being quintessentially American, flying the commercial version of the stars and stripes. But after twenty years, the Mall of America has come to stand for something bigger than just consumption as patriotism. A new brand promised to reflect that changed position.
The New Logo
The new logo for the Mall of America is also a star and banner, but it is a much more distinctive image, more pop art than patriotic. In the new logo, a multi-colored star flies a black banner from its center. The words Mall of America are printed on that banner. In other variants of the logo, the black banner makes up one side of the star. This type of flexibility is the hallmark of the new logo. The yellow, pinks, greens, and oranges that decorate the new logo are also striped on mall walls, on cups, bags and more.
Additionally, the new Mall of America logo is ready to celebrate and commemorate causes and holidays. The star becomes red and silver during the holidays, red, white, and blue for Independence Day, and pink in recognition of the Susan G. Komen Race for the Cure. While the old logo could offer similar flexibility, it was visually a less striking symbol for the mall than this new variant on the star and banner.
The new logo for the Mall of America recognizes that this is a major pop culture destination. The shifting colors of the star highlight the fact that the mall is always changing, always doing something new, while the continuity of the star and banner suggests that this is still the destination you know and love. Most business are reluctant to change their logo or rebrand for fear of losing the brand recognition they have – a very reasonable consideration. But businesses that can recognize when rebranding is the right move, and move in a modern direction, will often reap a benefit that far surpasses the risk.
What do you think of the new Mall of America brand? Tell us in the comments!
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