REI Rebrand: Brand Identity Guidelines

Brand Identity Guidelines

Design Studio 1

Prepared

by

Monica Arrage

Foreword: Our Brand

At REI we believe that a life outdoors is a life well lived. As the largest consumer cooperative in the nation, we are proudly run by our members and not shareholders. We are dedicated to outfitting outdoor adventurers with high quality gear and providing expertise and various services that ensure people of all ages can recreate safely and sustainably. We strive to keep our members happy and we can only do that if we prioritize protecting our wild places. With every purchase, our members are supporting our stewardship and sustainability efforts. We encourage people from all walks of life to join us in this effort to recreate responsibly.

Outlook and Overview

Mission: At REI we provide our members with the highest quality gear and access to extensive expertise through our various services. We provide the best rewards for our members and as the nation’s largest consumer cooperative we are dedicated to outfitting our members and community for a lifetime of outdoor adventure and stewardship.

Vision: REI seeks to inspire, educate, and outfit people of all walks of life. We strive to provide people with the tools necessary to not only enjoy their outdoor adventures, but also protect the places they are going. As a cooperative we are proudly owned by our members, and it is our vision to create an extensive, like-minded community full of advocates and stewards of the outdoors.

Positioning: At REI we believe a life outside is a life well lived. We are the nation’s largest consumer cooperative, and we task ourselves with awakening the love of the outdoors, for all.

Values: At REI we value our members and the beautiful, natural places that they occupy while recreating. We strive to educate and promote best practices to keep our wild places wild and our members appropriately outfitted for their many adventures.

Culture: While we want to provide high quality gear and expertise to our members, we also emplore our employees to embody our tagline “A life outdoors is a life well-lived”. As such we close all store locations every Black Friday and encourage our employees and members alike to spend their day outside.