“For it’s 20th anniversary, the Mall of America recently unveiled their new identity in order to reflect their position as a curator of pop-culture. Taking up the challenge in creating the new face of Mall of America is Duffy & Partners, a branding and design agency based in Minneapolis, Minnesota. They were asked to create an identity that will reflect Mall of America’s iconic and bold American image. The new vibrant identity now conveys the spirit of American ingenuity, energy and excitement. Duffy & Partners redesigned the identity, environment, promotional merchandise, website, social media pages and interior branding.”