REI is North America’s number one outdoor retailer. The new logo’s name is ‘Adventure Destination’. The logo symbol talks to REI brand identity: directional, adventurous, enthusiastic, approachable, and communal. The arrow represents the company’s directional, adventurous mindset. Also, the group of arrows speak to the community emphasizing on REI’s co-op. The logo pairs a simple, modern REI wordmark with an arrow symbol inspired by the shape of a cabin’s roof, a compass, a direction sign, a flock of flying birds which are related to nature and outdoor gear. The combination of uppercase and lowercase letters speaks both side of new REI personality which is straightforward and approachable. The REI new identity will lead people to go on adventures.