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.
My fellow students participated in narrowing the logo options. The tent image paid homage to traditional camping and the feeling of nostalgic exploration of nature. This is one of the values I wanted to be closely associated with the brand. I used muted colors to reflect this natural, vintage aesthetic.
Launch a campaign using the new logo that will attract the attention of its current audience and possibly lead to new customers.