1. Mike Maddaloni - @thehotiron | June 21, 2012 at 11:11 am

    This is dumb, just dumb. Even their most previous logo was dumb too. The EMS logo that looked like mountains was very recognizable and looked great.

    EMS – dumb, just dumb.


  2. Jenny | June 21, 2012 at 4:46 pm

    Agree! It’s awful. Looks like they were half asleep when they did it!

  3. Brand Royal | June 26, 2012 at 9:42 am

    The new flush left layout looks like ti’s trying to ape the North Face logo. Other than that exception, it looks like whoever “designed” it used MS Word. I miss the old mountain shaped “EMS” from back in the day.

  4. Emily Brackett | June 26, 2012 at 10:18 am

    Greg, I hadn’t even thought about the comparison to The North Face–good observation.

  5. Petrarch | July 24, 2012 at 12:13 am

    I dislike the new mountain-angled ESTRN MNTN SPRTS logo and the text logo shown above. I have a lot of EMS branded gear from the early 2000’s and the green mountain that doubles as a hiker’s pose alongside the green EMS lettering was a far more appealing logo. But a logo’s just a logo. In summary, the new logo is horrible but the store is awesome.

  6. Emily Brackett | July 24, 2012 at 6:24 am

    @Petrarch: Thanks for stopping by and commenting. Luckily, EMS has a strong history and a great store. If they were just starting out and had this logo, they would be making things hard for themselves.

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