If you’ve watched the movie The Wizard of Oz , you’re familiar with this famous comment made by Dorothy to her pet dog Toto. As you look at the REI website and some of our new materials, you may be having a similar feeling … “This doesn’t look like REI anymore.” And you are partially right! REI has a new logo, new corporate colors, and even a new font. In other words, our brand has changed. For example, take a look at our new logo. Previously it was a map of the world. Now,