MEC (Mountain Equipment Company) brings back it’s old logo

Canadian outdoor retailer MEC (Mountain Equipment Company) brings back its old logo, with a new branding and a new focus on the company’s core values.

Under the slogan Return to the mountains, MEC brings back the first design of the logo, the mountain peaks.

Along with the return of the peaks, the color was also adjusted. The deep forest green is a nod to the classic hue of MEC backpacks and fleece jackets. The type alignment was fine-tuned to work with the new look, and the font itself was made in Canada. Mountain Sans was designed by Julien Hébert in Montreal.

 Eric Claus as CEO and Chairman

 “The symbolic peaks represent MEC’s unwavering commitment to inspiring and enabling people to get active outside by providing trusted outdoor gear and advice. We’re also working toward aggressive goals for product sustainability and supporting change-making outdoor organizations while ensuring we have the best team to deliver exceptional experiences across our business”, said Claus.

 “Over the last 12 months, we’ve invested time, energy, and resources into re-organizing the company around our core values and staying laser-focused on what makes MEC unique, and I am proud of what we have achieved. We moved the needle on all we committed to, and we’ve seen a very positive increase in membership numbers.”

Over the last year of business, MEC has focused its efforts on sustainability. The company is committed to reducing its environmental footprint across operations. Currently, MEC is in the process of building a climate action plan in collaboration with the Outdoor Industry Association’s Climate Action Corps to address climate change. MEC’s action plan will align with the International Panel on Climate Change and science-based targets (warming of 1.5 degrees Celsius). Further to this, since joining, MEC made it a priority to create sustainable material targets for MEC Label, which were launched publicly in April 2021. Progress so far: 25% of apparel is Fair Trade Factory Certified™, 30% of apparel is made of recycled polyester, 91% of apparel is made of bluesign®-approved material, and natural fibers are either 100% organically grown or Tencel.

Further sustainability goals include:

• Fair Trade: MEC is increasing its commitment to Fair Trade. By 2025, their goal is to have 50% of MEC Label clothing made in a Fair Trade Certified factory. The total contribution through Fair Trade premiums is over $230,000, which goes directly to factory workers.
• Textile Recycling Pilot in Canada: MEC has joined a recycling pilot program with Fashion Takes Action (supported by Environment & Climate Change Canada) to better understand the barriers currently to a closed loop textile recycling system in Canada.
• Fair Labor Association (FLA): MEC Label has been part of FLA since 2005. The FLA has helped improve the lives of millions of workers and will continue to help many more thanks to its ongoing programs.

According to Chief Product Officer, Adam Ketcheson, “Merchandising technical outdoor gear is at the core of the business. The new Fall/Winter 2021 assortment is focused on making sure we cater to the experienced user, with the largest assortment of backcountry ski touring and technical ice climbing products available on the market, but also making sure that we have the gear for new families who are just getting introduced to sports like Nordic skiing, snowshoeing and winter camping. As part of this process, MEC Label has been strengthened with more technical products. The launch of our 50th-anniversary collection was a celebration of familiar classics and favorites with a modern approach. The attention to detail that went into the collection speaks to all we stand for. It incorporates more sustainable bluesign-approved fabrics, recycled fleece, organic cotton, and Fair Trade Certified products; it embodies where we want to continue going with MEC Label.”

“A consistent message from members and from staff was the symbolism and importance of the mountain logo. It was critical to ground the brand in its values while appreciating the past and looking to the future. This has been a phenomenal project to be a part of,” said Michele Guimond, VP Marketing. “The reinstatement of the peaks is more than just a design moment. The original peaks have been modernized and the new logo feels familiar but future-forward, which captures who we are as a brand and where we are going as a company.”

To develop a design that delivered, MEC worked with Canadian graphic design agency, Hulse & Durrell, a company specializing in brand identity with a unique connection to the value of iconic Canadian logo design.

Hulse & Durrell shared, “It was clear from the outset that the mountain should return. This icon was carried through four decades of adventures and became a Canadian badge of honour.”