Brand Identity System

REI CO-OP is one of the most historical outdoor brand in the U.S. They are well-known for the distributing store, but they have their own products and try to develop their brand as outdoor gear company. They used target family and the brand image is very stable and calm, but rebranding of REI will provide the customer dynamic feeling. Modular shape logo and all the applications will echo back how fun the outdoor activity is.