Black and white logo placed on a white textured background.

East Rutherford, New Jersey

American Dream Branding

Revolutionary in development, American Dream houses a Nickelodeon theme park, regulation sized ice rink and indoor ski hill along with over 500 new stores. RSM Design was brought to the team early on to develop branding and logo design, as well as a system of signage and wayfinding design to help guests navigate the large space.



  • Branding & Logo Design
  • Vision & Narrative
  • Brand Strategy
  • Logo Development
  • Brand Guidelines
  • Print & Digital Collateral
  • Branded Environment


  • Triple Five Worldwide

American Dream Meadowlands is a retail and entertainment complex in the Meadowlands Sports Complex in East Rutherford, New Jersey. The exterior of the project, which is visible from the New Jersey Turnpike and New Jersey Route 3, is a combination of aluminum composite and aluminum siding, of various colors including turquoise, red, yellow, and green. The north end of the building consists of the indoor ski slope.

RSM Design developed a new branding system, and added modern and sophisticated designs to compliment the architecture in order to create a look and feel that is timeless and stands out from the rest. Everybody’s vision of the American Dream is unique – it’s all about point of view. The brand is inspired by a lens that filters out everyday life and puts the focus on the spirit of the American Dream.


Adamson Architects, GH+A

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