New REI Logo

Word is that REI updated its logo. Unfortunately, it’s awkward and ugly.

Left: Previous logo. Right: New logo. Courtesy of Brand New.

While the company was attempting to reference a vintage version of their logo, this represents a step backward of another kind. A hodgepodge of angles, rounded edges and line thicknesses means that none of it works.

My approach would have been to clean up the “R” and leave it at that. If the inclusion of “co-op” were a requirement (which I’m sure it was), I might have tried something like this instead:

reiLogoConcept