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MEC readies new branding, campaign

Vancouver-based outdoor equipment retail chain Mountain Equipment Co-op has begun a rebranding initiative. The company has adopted a new logo for the first time since its foundation in 1971. The logo uses the company initials MEC rather that its full name. The graphic element of a mountain has been removed to reflect the company's range of products for many environments. The logo is the first part of a new package of branding materials that will roll-out nationally in September. The new brand is intended to convey the store's affinity with its customers' desire to explore the outdoors, connect with people and stay physically fit. MEC will begin a national marketing campaign in September to introduce the branding and encourage Canadians to experience the outdoors. The company has also begun a contest promotion called "Outside Moves Me." Consumers can enter by submit personal stories and photographs online at <>. A judging panel will select winners in four categories, who may appear in the fall campaign. The grand prize winner will receive a trip for four to Ivvavik National Park. "Few other Canadian brands inspire a love of outdoor activity the way MEC does," said Anne Donohoe, chief marketing officer at MEC. "We've been helping Canadians enjoy the outdoors for more than 40 years, and we're proud of that heritage. MEC has grown to become a national retailer and our members are as active in urban environments as they are in the backcountry. The new MEC brand platform was created to respond to shifting consumer needs and reflect the evolving MEC experience."

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