New Logo and Identity for MEC by Hulse & Durrell

Established in 1971, MEC (Mountain Equipment Company) is a Canadian retailer for outdoor gear and go-to source of inspiration, combining apparel and equipment with expert advice and firsthand experience. Originally founded as Mountain Equipment Co-op, it changed ownership in 2020 after facing financial losses in 2019 and during the COVID-19 pandemic, selling its assets, including the majority of its retail stores, to Kingswood Capital Management, an American company. Despite the shock to co-op members, who were not consulted by the board of directors, MEC has reportedly done exceedingly well since the sale. Still abiding by its co-op membership model, it now counts with more than 5 million members and the opening of a flagship store in Vancouver in March of 2020 added to the 20 other locat