Recreational Equipment Inc.

 
   REI is an American retail for outdoor and recreational services. It is one of the biggest and oldest corporation for making gears and apparels mainly for adventure sports and now offers outdoor oriented vacations and trip to its consumers.
  It was founded by a couple Lloyd and Mary Anderson in 1938, both of them were outdoor enthusiasts and the idea jumped into their minds when they started a basic climbing course and had to order and ice-axe all the way from Austria. So they decided they set up a co-op to help other climbers to acquire good quality gears.

  REI now has 154 stores in 36 states of US and also a decent network of online store. Over 11000 people are working for this firm and most of them are working part time in stores. Earlier in 1950s when Jim Whittaker became the first American to summit Mount Everest, was hired by REI and he served the company as a CEO during 1960s.

  It has been ranked among to 100 companies by "Fortune" since 1998 and lately it has been ranked 28th in 2017. It is one of the best American companies to work in as the employees are entitled to number of benefits and as being a company for promotion of outdoor activities it encourages its employees too for it and they are eligible for free or discounted outdoor classes and courses.

    REI's logo was designed way back 1963 featuring a tree and mountains with the company initials giving it a very outdoorsy look as what company is known for. They kept it really simple and worked quite well for them. Recently REI logo has been changed and  it is a very subtle change. Usually companies drop off stuff from there log such as Starbucks Coffee turn to Starbucks, but REI added stuff to their and that too without any kind of announcement or fanfare. They added co-op to their logo and the reason behind this is, they wanted to more associated with the notion of co-op and known for being a store for people.