After the removal of the word ‘co-op’ from REI’s logo in the early 1980s, the iconic retailer sought to re-embrace the cooperative aspect of their business. Strange Practice worked in tandem with Hornall Anderson to create a “new” logo for the brand — as funky and soulful as The Co-op’s customers.

Brand Identity

Guided By History

Several months were spent exploring every angle — from simply adding a “Co-op” bug to the existing logo, to starting from scratch. After taking a deep-dive into the REI archives, the brand’s 1970s-era identity stood out as the right balance of modernity and vintage outdoors.

A vintage advertisment for Land Rover
The original mark, circa 1979
A vintage advertisment for Land Rover
The original mark, circa 1979
Two kayaks in a river at twilight shown as an example of The Blue Hour
Early explorations

Subtle Updates, Big Difference

By tidying up the tree silhouette and adding some hard corners back into to the type, the new identity feels both like a funky throwback, and a natural progression. The sharp edges and subtle curves are a nod to the blade of an ice axe (an essential piece of the brand’s story) and most importantly, the new mark is still instantly recognizable as REI.



The final logo 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. It feels right at home on REI brand apparel, hard goods, and store signage.

“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 a brilliant iterator, and he brings a high level of craft and a wide range of influences to his work. He’s been able to help us get to new places and to see things in different ways. In fact he’s one of my favorite go-to people when I need new thinking or explorations on an idea.”

Jason Sutherland
Creative Director, Brand at REI

Creative direction by Jason Sutherland, Additional design by Hornall Anderson
Imagery © Recreational Equipment Inc

Full case study coming soon

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