Simple, bold, and urban are just a few of the associations Mountain Equipment Co-op wants customers to think of when seeing the company’s redesigned logo. The Vancouver-founded outdoor recreational gear and clothing retailer unveiled a new logo—the second in its 42-year history—today (June 18).
The updated logo features the letters MEC in white against a green background. Gone are the two mountaintops that appeared on the company’s old logo, which reflected the wide range of activities that MEC customers are involved in.
“MEC has grown to become a national retailer and our members are as active in urban environments as they are in the backcountry. The new MEC brand platform was created to respond to shifting consumer needs and reflect the evolving MEC experience,” Anne Donohoe, MEC’s chief marketing officer, said in the news release.
The new logo, which will begin appearing on MEC merchandise this summer, is just the start of a new company campaign to inspire Canadians to get outside. According to the news release, MEC conducted focus groups and collected data from six million online conversations, where co-op members and non-members highlighted reasons for staying active outdoors.