Mountain Equipment Co-op (MEC) revealed its new logo today, the first time the outdoor equipment co-operative has changed its brand since it was founded in Vancouver in 1971.
In an attempt to untie MEC from B.C.’s geography, the mountain from the old logo is gone.
“MEC has grown to become a national retailer and our members are as active in urban environments as they are in the backcountry,” said Anne Donohoe, chief marketing officer for MEC. “The new MEC brand platform was created to respond to shifting consumer needs and reflect the evolving MEC experience.”
Customers will start to see the new logo on products starting this summer.
Donohoe joined MEC in January 2013. She was previously director of brand strategy at Interbrand.
