REI Rebrand Case Study - Self Initiated

Having always loved the outdoors and especially the mountains, REI has been a part of my life for many years. They have great products, but their branding has fallen behind. With a lot of equity in the current logo, a brand refresh is in order instead of a complete redesign.

The updated logo keeps the familiar mountain shape, but showcases a much simpler and more versatile style. The new font is easily read, even at small sizes, and has a timeless quality. The holding shape makes the logo appear larger while utilizing the same amount of real estate.

The color palette has been updated and the website has been simplified. REI has so much to offer, but it all gets lost on the website where everything is fighting for attention. The brand refresh also includes graphic lockups of a few of their unique selling points, including the one that rings the most true for me: A life outdoors is a life well lived.