REI (Recreational Equipment, Inc.) is an American retail and outdoor recreation services corporation. REI sells sporting goods, camping gear, travel equipment, and clothing. It also offers services for guided outdoor classes and vacations.
Logo : The Journey is the new overarching theme for REI. The Logo mark represents the activity in nature with oneself, family or friends. The Journey is drawn in a form of a mountain representing the obstacles that one experiences in nature .
Design : The mountain graphic is used as key graphic element across all facets of communication. It represents a journey through out the nature.