REI

Logo Rebrand-Before/After - Series

2025

Eva Morenets, Richmond, BC
e: hi@evamorenets.ca
w: evamorenets.ca

Program: Graphic Design for Marketing
School: Wilson School of Design at Kwantlen Polytechnic University

Instructor: Michael Cober

REI Co-op is a retail and outdoor recreation company dedicated to inspiring and enabling people to get outside. Inspired by trail maps and "X marks the spot", this logo rebrand symbolizes the diverse and personal paths one could take to the outdoors. The design system is an extension of the variable logo, with the paths shifting and moving to align REI's identity with the spirit of exploration and the endless possibilities for adventure.