MEC Rebrands To "Mountain Equipment Company" As Iconic Logo Returns
Mountain Equipment Co-op announced today that they are rebranding as Mountain Equipment Company which is a play off of their MEC abbreviation. Along with the name change, they also announced that the original mountain logo will return (MEC rebranded to a generic square logo back in 2013).
“The symbolic peaks represent MEC’s unwavering commitment to inspiring and enabling people to get active outside by providing trusted outdoor gear and advice. We’re also working toward aggressive goals for product sustainability and supporting changemaking outdoor organizations, while ensuring we have the best team to deliver exceptional experiences across our business.
Over the last 12 months, we’ve invested time, energy and resources into re-organizing the company around our core values and staying laser-focused on what makes MEC unique, and I am proud of what we have achieved. We moved the needle on all we committed to, and we’ve seen a very positive increase in membership numbers.”
The jagged “twin peaks” in the MEC logo originally appeared in the early 70s on catalogues and sandwich boards outside our first store. For decades, it symbolized a shared love for getting outside, solid outdoor gear, and a way to recognize fellow travellers from Canada when you were far from home.
So we’re stoked to announce the return of the mountain to MEC’s logo. It’s our way of saying we’re digging deep to get back to our backcountry roots, core activities, wild spaces, forests, rock, waves and snow.
“A consistent message from members and from staff was the symbolism and importance of the mountain logo. It was critical to ground the brand in its values while appreciating the past and looking to the future. This has been a phenomenal project to be a part of.
The reinstatement of the peaks is more than just a design moment. The original peaks have been modernized and the new logo feels familiar but future-forward, which captures who we are as a brand and where we are going as a company.”
