Rebranding Done Right – Mountain Equipment Co-op
June 21, 2013
If you’re into hiking, camping, paddling, cycling or just the great outdoors you’re probably familiar with Mountain Equipment Co-op, or as we in the Eastern part of Canada refer to it as “MEC”.
Just this week the co-op showcased a brand new logo that was re-imagined to better reflect the diversity of the co-op’s membership, which has grown from a group of six mountaineer’s to 3.5 million Canadian’s who rely on MEC for dependable gear for just about any outdoor activity. So as the “M” will still stand for mountain, the brand has been simplified to encompass the co-op’s increasingly diverse urban customer base.
According to Anne Donohoe, the company’s chief marketing officer, “The retail environment has been going through a sea change, with technology and social media. Consumers have more choice and influence than ever before. To respond to that and ensure MEC remains relevant we’ve introduced new products and brands.”
This is a great example of a rebrand done right. It’s not an easy task and often requires more thought in many cases than actual conceptual work on the designer’s behalf.
So why does this rebrand work so well?
It’s Realistic and Attentive
MEC and their design team have clearly put a lot of thought into how the brand should evolve. By paying attention to their customer base they’ve realized that even though they are widely recognized as a source of outdoor gear for many activities, the original brand focused on mountaineering and to better acquaint themselves with their growing urban following, they’ve simplified the brand into something more all encompassing and that we’re already familiar with – MEC.
If you’ve worked with us in the past, you know we have a passion for simplicity in design. The reason for this is that our goal for an identity is to be instantly recognizable in order to act as a memorable identifier for the company or product it represents. The rebranded MEC identity does just that. It’s simple shape and clean typeface clearly identify the company at the quickest glance. The fact that the letters are knocked out of a solid green block also lends to the high legibility of the identity as the rods in our eyes that recognize and distinguish colours for our brains are most sensitive to green.
All in all, this makes up one of the simplest and smartest rebrands I’ve seen in quite a while.