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.

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.

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.