Mall of America’s 20th anniversary offered an opportunity to refresh its identity to reflect the progress of the past two decades. Designers at Duffy & Partners leveraged the equity of the original logo to create a dynamic identity that reflects the ever-changing experience of visiting the mall. Understanding that the rebranding was about more than a logo update, Mall of America embraced the opportunity to celebrate the unique multi-dimensional experience it provides by creating a brand with visual depth and breadth. The new branding system was met with excitement by fans and employees alike. The response to the design has been overwhelmingly positive—news media, pop-culture outlets, bloggers and visitors continue to praise the new look.