It was announced on June 18th 2013 that Mountain Equipment Co-op is changing their logo and stated that "during this process we researched (incoporating interviews and focus groups with members and non-members) how people perceive MEC today and how people were talking about MEC online.This is a carefully considered decision and we believe it is the right thing to do to and will serve us well in the future.
We realize that some may not agree with our decisions, but MEC is a democratic organization. Disagreement and differing opinions are part of any healthy democracy."
If only they'd listen to the "direct feedback" they're receiving on the new logo."
Such as:
Your new logo is a betrayal of 42 years of tradition, of the people who believed in the Co-op from the first days. While it is in the nature of business to evolve their brand, rarely is such a drastic step taken all at once. To remove the mountains from the nationally-iconic MEC logo renders the brand as sanitary and unwelcoming as an iPhone icon.

The MEC logo has evolved over the years, appearing with either fully-lettered renderings of the name or with simply MEC alongside the mountains. However, the mountains have always been there.

We cling to our icons because of how they make us feel: The Nike swoosh, the Chevy bowtie, the Ford Oval, the Coca-Cola script, and countless others have survived their brand overhauls because they have enmeshed themselves in the public consciousness. So it is with the mountains.

The mountains mean something to the members. We identify with the brand and emblazon ourselves with the mountains as a source of pride and of potential for doing great things.

Lose them at your peril MEC. Without the mountains, the MEC logo becomes as bland and as culturally relevant as warm milk.

~Todd N

It has been stated that if petition drive to collect 200,000 MEC member names (in accordance with section 150(2)(c)(ii) of the COOPERATIVE ASSOCIATION ACT of BC? We would want to force a Special General Meeting per section 7.03 of the MEC Bylaws: The directors must call a special general meeting within seven days after receiving a written requisition signed by the number of members required by section 150(2) of the Act and which complies with section 151 of the Act.
The intention of this would be to present a resolution for voting to the effect that the Mountain portion of the logo be retained (in perpetuity perhaps?).( Thnaks Brian L.) Lets do it

Add your name and let your voice be heard!!