MSR is Mountain Safety Research, a leading maker of backcountry tools such as climbing hardware, stoves, cookware, water filters and snowshoes. With the acquisition of three premium tent lines in 2000, the company felt it was time to update its decades-old brand. We recommended a comprehensive consumer research study—the company's first—revealing attitudes about the brand and establishing a baseline for ongoing measurement. We then brought in an accomplished logo designer to rework the company's trademark. The new mark retains the company's former red triangle, now altered to suggest a tent canopy as well as a mountain, with bolder type that reads far better as an ad signature and product label.

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