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Scott A. Ritchie
Senior Honors Thesis
Muncie Mall Identity Development
Spring 1991
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Before actually choosing a subject for my Senior Thesis, I reviewed my portfolio
to find out what type of project would showcase the variety of skills I have acquired in
my graphic design courses. After evaluating each piece using several criteria, I found
each of them to be projects which were created within a given set of parameters and
pursued to a definite end result. While my portfolio contained a wide variety of types of
graphic design dealing with different topics and "clients", it lacked a project which, without the regulation of set guidelines, satisfactorily displayed my ability to develop an
overall concept and apply it to all facets of graphic design. I wanted to create a related
group of design pieces all revolving around a central theme, possibly an identity campaign for a company. While discussing the possibilities with my mentor, she suggested
that perhaps I should develop such a campaign for the Muncie Mall. While I had not
considered a local company, the idea intrigued me. Despite having visited the mall on
numerous occasions, I had a great deal of trouble defining the mall's existing identity.
Did it even have an identity? Did it need to have one?
Before touching pencil to paper, I did a great deal of research. I tried to define
what a mall is, who frequents it, and what it is used for. I decided to go to the Muncie
Mall on three separate occasions, at different times of the day to help determine the answers to these and other questions. I sat on a bench and walked around for several
hours watching and listening to people pass by, socialize, and shop. Strictly speaking, a
mall is a structure which houses a conglomeration of retail stores each having its own
separate identity and clientele. Today, a mall is much more than just a "shopping center". While the primary reason people go to the mall is to shop, it serves a greater number of purposes. For example, in the morning the elderly use it as a place to meet,
socialize, and exercise by walking a short fitness course. It is used by college and high
school students as a place to go in order to get away from the rigors of homework as
well as to shop (primarily for clothing). During the evenings (especially on the weekends) it provides teens with a place to meet with friends and socialize. Middle aged
adults use it primarily as a convenient place to shop given the fact that there is a variety
of different stores under one roof. As is quite evident, a mall serves different purposes
for persons of different age groups and socioeconomic levels. Seldom do people go to a
mall just to visit one store but rather to the entire mall as a whole. Thus I believe that a
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mall should have its own identity which is universally appealing to the wide range of
people and uses it serves.
Keeping all this information in mind, I attempted to develop a logo which would
be both innovative and appropriate. It was indeed a challenge to create a logo which
would be progressive, but not transient. I sketched out approximately 25-30 different
logo possibilities based on a large variety of sources and influences from wrapping
paper, to currency, to cars, to children's toys. My mentor and I evaluated each design
on both a conceptual and a design basis. The final choice was derived from several different sources including Indian blankets, landscape paintings, and architectural renderings. The sharp angles and rigid geometrical forms which make up the logo itself represent indusrialized, urban architecture while the earthtone color scheme serves as a
synthesis with the Midwestern farmland. The color scheme provides it with a yearround appeal. The colors in the logo itself represent spring, summer, and fall while the
white of the background represents winter. I believe that the strong conceptual basis for
each and every element of the logo provides a timelessness to the overall design. It is
significantly innovative, differing vastly from the existing one, but will be as appropriate
20 years from now as it is today.
Having arrived at a solution for the logo, the next logical step was the application
of not only the logo, but the concepts behind it to the mall itself. I first created a letterhead, business card, and envelope for the mall office which are all pretty straightforward. The next step was a slightly more difficult one. Even though it is beyond the
normal scope of a graphic designer, I felt it necessary to re-design the interior and
exterior of the mall in keeping with its new identity. The end portion of this book describes and depicts some of the proposed changes and their conceptual bases. Obviously a series of promotional pieces are necessary to make the public aware of the
mall's new identity. I chose to design and execute a newspaper advertisement and a set
of two posters which would be printed and displayed promoting the mall's re-opening
after all of the architectural renovations, both interior and exterior, would have been
completed. There are ideas for billboards, television and radio spots which I have
thought about as well, but time does not permit me to consider for this project.
---------
MUNCIE MALL
MUNCIE MALL
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FATHER'S
DAY
Gift Suggestions
Brocllure
June 1990
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Muncie Mall
A difference that registers.
10 a.m. to 9 p.m. Monday thlU Satllrday. 12 noon to 5 p.m. Sunday.
Granville at McGallimd.
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Help Celebrate Muncie Mall's
20th BIR TUDA Y
Come to our Birthday Bash
Saturday, October 20th
2:00 -4:00 p~m.
Receive one of 20dozen birthday
cupcakes with a prize slip bislde -Match
the Slip to the corresponding prize. You
,could win one of these great prizes:
2 ' % carat diamonds
10 beautiful opals
$100 mall gift certificate
Hundreds of smaller prizes
Muncie Mall
A difference that registers.
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