Mountain Equipment Co-op launches new logo

    1 of 1 2 of 1

      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.

      You can follow Michelle da Silva on Twitter at




      Jun 18, 2013 at 3:48pm

      Hmmmm... I liked the old one much better. This new one seems a bit boring. I also found the old one better illustrated what the store is about-the outdoors and the beautiful mountains around Vancouver, where it was started. Also, the fact that it is called MOUNTAIN equipment Co-op makes the mountains on the sender old logo even more justifiable. Finally,seriously? A green square with boring white letters? That sucks. Oh well. It is still my favorite store.


      Jun 18, 2013 at 4:43pm

      The old one is way better ! They are making a mistake!

      0 0Rating: 0


      Jun 18, 2013 at 4:56pm

      The green of the square really speaks to me. And that font! Omg. I feel, all at once, healthy, active and urban. Mostly urban, which is a good thing.

      Squares are good, too. Love em.

      What I like best about this new logo, though, is that it paves the way for the sales of anything. MEC can now expand into groceries, toiletries, appliances. And THAT is exciting!

      MEC: Most Everything Corporation!

      0 0Rating: 0

      Martin Dunphy

      Jun 18, 2013 at 5:55pm

      Bank of Montreal--------------------------------BMO
      Royal Bank of Canada-------------------------RBC
      Canadian Imperial Bank of Commerce----CIBC
      Mountain Equipment Co-op------------------MEC

      Mountain see, Mountain do.

      Rosa S. Levy

      Jun 18, 2013 at 7:24pm

      I think the last letter should have been H instead of C.

      Linda Darnell

      Jun 18, 2013 at 9:34pm

      It's truly awful. boring, meaningless, blunt. A big yuk. Surely somebody could have thought of something more original and edgy, and inspiring. And to think the cooperative paid for it.


      Jun 18, 2013 at 11:40pm

      I abhor the trend towards acronyms. It's lazy, unimaginative and expressionless. Please stop.

      Mountain see, Mountain do.

      Jun 19, 2013 at 5:55am


      0 0Rating: 0


      Jun 19, 2013 at 8:53am

      Ha, Martin, so true.

      I don't hate this new logo, and after thirty years of buying their stuff, it's not going to stop me from buying more stuff.

      But it is boring and not as good. I don't get it. Was the mountain more expensive to cut out of fabric? It was a recognizable, good logo.

      Maybe it will come back, like the third jersey for NHL teams. I could see it on a t-shirt...


      Jun 19, 2013 at 9:32am

      MEC has evolved from "co-operation" to "corporation". An organization formed to provide high quality specialized equipment to a group of loyal and dedicated individuals has decided it wants to compete in a market that has nothing to do with its origins. The new logo will lead to a name change: "Mediocre Equipment Corporation".