REI
REI was founded by a group of climbing buddies in 1938 and has been a cooperative business ever since. After an attempt to streamline the brand in the early 1980s, the ‘Co-op’ language was removed from the brand identity. After a strategy shift, the iconic retailer sought to re-embrace its cooperative history.
Inspiration and exploration
Several months were spent exploring every option — from simply adding ‘Co-op’ to the existing logo, to starting from scratch. Reverting back to some version of the the 1970s-era identity felt like the right answer. That original mark is as funky and soulful as The Co-op’s customers — and most importantly, it’s instantly recognizable as REI.
1970s labeling reference
Early explorations
Early explorations
Subtle tweaks, a mountain of difference
Starting with a black canvas and pile of archive labels, the original logo was digitally redrawn from references and pulled apart. The tree silhouette was tightened and modernized to closely match the brand’s present logo, and some hard corners were added back into to the type. The sharp edges and subtle curves are a nod to the blade of an ice axe — the product that inspired the founding of the company. Every piece of the final mark tells the story of the brand’s cooperative beginnings.
The final updated logo feels like both a throwback and a progression toward the future.
New logo in the wild
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.
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