The new MEC logo

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MH2

climber
Topic Author's Original Post - Jun 18, 2013 - 06:50pm PT
A new entrant in

There Are Two Kinds of...


Now bringing you

Dabblers and Danglers.


Climbers are danglers, according to CBC radio. I guess that's better than dabblers.


Hoser

climber
vancouver
Jun 18, 2013 - 07:31pm PT




They should just call it presidents choice gear and get it over with
Salamanizer

Trad climber
The land of Fruits & Nuts!
Jun 18, 2013 - 10:43pm PT
Who the hell gets paid to design this sh#t. Looks like someone put that together on their laptop in the back seat of a cab while running ten minutes late to a board meeting on Monday after a long weekend of heavy drinking.

Dingus Milktoast

Gym climber
And every fool knows, a dog needs a home, and...
Jun 18, 2013 - 11:18pm PT
Co-ops are supposed to have committee chosen ugly plain uninspired logos, aren't they?

DMT
Jim Brennan

Trad climber
Vancouver Canada
Jun 18, 2013 - 11:25pm PT
M-E-C,-K-E-Y.... M-O-U-S-E ! ! !

MH2

climber
Topic Author's Reply - Jun 19, 2013 - 12:07am PT
I don't see where the old logo was so inspired that it scared that committee.


Relic

Social climber
Vancouver, BC
Jun 19, 2013 - 12:34am PT
The new logo says absolutely nothing about the brand while the old one says everything. What a horrible job they did.
harryhotdog

Social climber
north vancouver, B.C.
Jun 19, 2013 - 12:47am PT
Change for changes sake. How is a green mountain on the side of the letters MEC granola? What a waste of MY money.
MH2

climber
Topic Author's Reply - Jun 19, 2013 - 12:48am PT
This is how change gets a bad name.
Fletcher

Trad climber
The great state of advaita
Jun 19, 2013 - 01:27am PT
I have no idea what the motivation for changing the logo is, so I can't speak to that.

If, though, they are targeting a more international market (or that their customers are increasingly coming from other countries), then getting rid of long English words is a common move (especially for countries that use non-Roman scripts). I'm not sure if that's true for MEC, thought. For example, "Federal Express" no longer exists, but is now FedEx. That one was derived by their customers in a way and if you are not English speaking, it's very easy to see the arrow in the current logo. I think UPS may be in the same boat (UPS vs. United Postal Service).

Also, when you are manufacturing physical gear, the logistics and cost of placing the all important brand logo on gear is simplified by a smaller rectangular logo.

I worked for a little company that once paid Paul Rand (in the late 1980's) $100,000 for a logo. He was well known for his logos and the most famous may be IBMs. He gathered the info he needed, went off an did it, produced a beautiful book describing the process went through to design it and presented to us. If we didn't like it, that was fine, but any new iterations would be another $100k. Fortunately, it was well received. Especially by the company's main founder and CEO who was known for his brilliant but sometimes exasperating attention to detail. However, there was a rumor that he (the founder) went through 30 iterations of Pantone greens before he found one that suited his needs for to color of one of the logo's letters. It now occurs to me that while both are good stories, both are at odds with each other. I'll have to check with the usual suspects who were in the know at the time.

Designing logos and company names is very interesting to me and I've had a small role in that in the past. It is not an easy task. The great ones seem so obvious, but there is a lot of wrangling, thought, hand-wringing, and probably opinionated yelling and screaming that went into creating them. After all, that tiny little patch of real estate is going to mean everything. It literally has the whole company's presence riding on it.

Of course, when you change anything, you are guaranteed to piss off at lest one person (and that's if you're lucky!). But change is the prime constant, eh?

Eric
Relic

Social climber
Vancouver, BC
Jun 19, 2013 - 02:58am PT
The purpose of the re-branding was to attract a more "urban" audience. I have seen the new logo in white in a news article too. They can't even get the color of the logo straight.

I live in the city and I think the logo is sh#t.
Roxy

Trad climber
CA Central Coast
Jun 19, 2013 - 09:34am PT

Interesting comments on appealing to an international audience with the logo change. That makes sense now that I've thought about it, but I don't see the 'urban' angle. Perhaps I live in too small of a town.


I wonder if the green mountain from the old logo could stand alone, when it comes to getting stitched on gear and what not.

Dingus Milktoast

Gym climber
And every fool knows, a dog needs a home, and...
Jun 19, 2013 - 09:40am PT
Ok, consider...

"Mountain Equipment Co-op" evokes hippy granola type writer catalogs with hand drawn product images, whole earth lovey dovey times. And the hair, my god all that hair! It was so GROSS! Its like they didn't have razors back in the 70s or something.



Well times have CHANGED.

R..E...EYE!

I... B... Emmmmmm!

And so forth.

M... E....C.

Sounds Big Board dudn't it? Sounds corporate, sounds modern, sounds like now.

Would a mellinnial buy some hippy granola climbing crap (whillans harness, hexes for gods sake!) or even be inspired to click on the website?

I have no idea.... HAH! I think they're jealous of the success of REI, mainly. Its fairly blatant.



DMT
AP

Trad climber
Calgary
Jun 19, 2013 - 09:58am PT
The MEC probably makes way more money selling disco jogging jackets than climbing gear anyway.
Malemute

Ice climber
the ghost
Jun 19, 2013 - 10:00am PT
It's all downhill once you get bean counters on the board of directors.
Roxy

Trad climber
CA Central Coast
Jun 19, 2013 - 10:17am PT
the new internationally urban MEC logo?
the new internationally urban MEC logo?
Credit: Roxy


I can't be the first person to have thought of this.


MH2

climber
Topic Author's Reply - Jun 19, 2013 - 10:51am PT
Good commentary, Fletcher. Guess I'll have to get used to MEC as just another TLA.
roadman

climber
Jun 19, 2013 - 11:25am PT
Member since 1994.

Small market, poor website, awful logo....
Mark Hudon

Trad climber
Hood River, OR
Jun 19, 2013 - 12:04pm PT
If I had come up with their new logo I'd expect to get fired soon.
Ghost

climber
A long way from where I started
Jun 19, 2013 - 12:25pm PT
Since MEC has done it's best to piss off international customers for many years now, I don't think the new logo was designed with the international market in mind.
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