SectorFashion & Apparel
REI is one of the largest cooperative retailers in the world. After the removal of “Co-op” from the brand’s mark and name in the 1980s, REI wanted to re-embrace and re-introduce the cooperative aspect of their business to their customer base. Working in tandem with Seattle branding agency Hornall Anderson, we looked to The Co-op’s past to inspire the final mark, eventually reworking their previous 1970s era identity. The final logo is bold, funky, distinct, and a little weird: just like the customer base The Co-op serves.
REI's Burbank, California store
Before landing on a final direction, a few months were spent exploring many different approaches, everything from merely adding “Co-op” to the existing logo to starting from scratch. Inspiration included REI’s signature industrial architecture, the clean lines of their house-brand products, and the edges and curves of an ice axe, an essential icon in REI’s visual history.
A small sample of the quick, one-off experiments that would eventually lead to the final identity
Using source material found in the REI archives, as well as what could be cobbled together via the internet, the final logo is a modernized version of a previous incarnation from the 1970s. By tidying up the silhouette of the tree and adding some hard corners back into to the type, the new logo feels both like a funky throwback and a natural progression from the mark used from the 1980s - 2015.
The final mark lends itself well to an extensive library of additional marks for use in whatever application the brand may need, including a full typeface created from the letterforms of the final identity.
Creative DirectionJason SutherlandAdditional DesignHornall Anderson