After months of exploration, returning to a version of the 1970s-era identity felt like the right answer. Drawing from the 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 new, yet familiar.

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.