Drawing from REI’s extensive brand archives, the design process began with a close study of materials from the 1970s and earlier. These references served as the foundation for a mark that feels entirely new yet remains a familiar vintage touchpoint.
The original logo was digitally redrawn and refined. The tree silhouette was modernized, and hard corners were added back into the type—its sharp edges and subtle curves nodding to the blade of an ice axe, the product that launched the brand. Every element of the final mark reflects REI’s cooperative beginnings. The final logo feels like both a throwback and a progression toward the future.
The new mark lends itself to an extensive library of additional marks and brand codes for whatever application the brand may need: Co-op bicycles, garment details, etc.
By re-emphasizing its cooperative roots, REI has successfully strengthened its connection with its community-driven ethos. Membership has grown substantially, reaching over 23 million members, and annual revenue increased from ~ $2 billion in 2016 to more than $3 billion in 2023. Embracing The Co-op has cemented brand loyalty, showcasing how aligning with cooperative values can drive both purpose and profit.
I’ve had the good fortune to work with Jordan on a variety of projects... He’s a master of digging into the DNA of a company and moving it forward without losing a connection to the past... He’s been able to help us get to new places and to see things in different ways.”
Jason Sutherland
Creative Director, REI Brand
Strategy and additional design by Hornall Anderson
All images © Recreational Equipment, Inc