REI Logo Redesign
During my junior year of university, I was in a strategic communications class covering the topic of art direction. The main objective of the class was for us to chose a current, existing brand that we would like to redesign. I chose REI, the outdoor supplies co-op that helped me out on many of my hikes and outdoor adventures growing up. I like the logo they currently have, but I feel like it could be pushed much further.
I started off by sketching the logo in various forms, using the letters as my primary base and trying to incorporate the outdoor elements of the brand.
Then, I created vectorized forms of the sketches and narrowed them down into three different logos that I favored the most.
The class assisted me in picking out a logo and I decided along with them to go with the logo resembling the tent to pay homage to the scout badges and the classic outdoorsy feeling to the brand. I also decided to add more muted colors to the final look.
Launch a campaign using the new logo that will attract the attention of its current audience and possibly lead to new customers.