Brand Design System – by REI
In this video, we explore the comprehensive design system created by REI (Recreational Equipment, Inc.), a well-known brand in the camping and outdoor equipment market. The design system, named Cedar, serves as an extensive brand guide that covers essential design aspects, including typography, iconography, motion, spacing, user experience (UX), and user interface (UI) elements. Additionally, it addresses writing and content strategies, making it a holistic resource for both design teams and brand managers.
A significant focus of Cedar is on its color palettes, emphasizing not only aesthetic choices but also the rationale behind these selections, particularly concerning accessibility considerations. This thoughtful approach ensures that the branding doesn’t merely resonate visually but is also inclusive and caters to a broader audience.
To streamline its accessibility and usability, REI has implemented the Cedar design system within Figma, a collaborative interface design tool widely used in the industry. By integrating all relevant elements—such as photos, colors, typography, icons, and artwork—into one platform, REI facilitates smooth onboarding for new personnel while ensuring consistency across its branding efforts.
The video ultimately serves as an informative resource, especially aimed at business owners who are managing their branding and marketing efforts independently, as well as designers seeking to enhance their skills. The Cedar design system by REI stands as an exemplary model for effective brand development and design strategy.
Highlights
- 🎨 Comprehensive Brand Guide: REI’s Cedar system offers an extensive framework covering a wide array of design elements.
- 🆔 Focus on Accessibility: The design system emphasizes color palettes that consider accessibility to ensure inclusivity.
- 💡 Integrated in Figma: REI utilizes Figma to combine all branding elements into one accessible platform.
- 📈 Onboarding Support: The design system aids in the seamless integration of new staff members while maintaining brand consistency.
- 🖌️ Holistic Approach: Cedar addresses typography, iconography, UX, UI, and content writing, presenting a well-rounded branding strategy.
- 🛠️ Resource for Designers: The Cedar system serves as an excellent resource for designers looking to enhance their branding skills.
- 🏕️ Outdoor Brand Focus: As an outdoor equipment brand, REI’s design choices reflect its commitment to quality and experience in nature.
Key Insights
- 🔍 The Importance of Design Systems: REI’s Cedar demonstrates how vital a comprehensive design system is for ensuring brand cohesion. By having a well-defined system, companies can effectively manage their branding, which is particularly critical for organizations aiming to make a strong market presence. A coherent design system facilitates easy navigation through complex branding elements, allowing brands to present a unified voice across different touchpoints.
- 💪 Accessibility as a Design Principle: The emphasis on accessibility within the Cedar design system reveals a growing trend among brands to prioritize inclusivity. By carefully considering color palettes and ensuring they are accessible to all users—regardless of any disabilities—REI not only differentiates itself in the marketplace but also aligns its branding with broader societal values. This commitment can enhance customer loyalty and brand equity.
- 🎉 Utilization of Modern Design Tools: The integration of the Cedar system into Figma highlights the power of modern design tools in improving collaboration and workflow efficiency. Figma, as a cloud-based design software, allows teams to work simultaneously on projects, which enhances productivity. This use of technology is crucial in today’s remote work environment, where teams may be spread across different locations.
- 📚 Educational Value for Businesses and Designers: The video positions REI’s Cedar not just as a tool but as a valuable learning resource for both business owners and designers. By showcasing practical applications of design principles, it encourages businesses to think critically about their branding strategies and empowers designers to develop new skills. This educational aspect can drive improved brand design initiatives within other companies.
- 🏗️ Iterative Design Process: The creation of Cedar implies a commitment to iterative design processes, where branding strategies can evolve and improve over time. This continuously adaptive approach is essential for staying relevant in fast-paced markets, allowing REI to respond to changing consumer preferences and trends. Companies should be prepared to revisit and refine their design systems regularly.
- 👥 Brand Consistency Across Platforms: The implementation of a comprehensive brand guide like Cedar helps maintain consistency across various platforms and materials. A unified set of design elements ensures that whether customers interact with REI via its website, social media, or physical products, they experience the brand equally. This approach strengthens brand recognition and fosters customer trust.
- 🏞️ Nature and Outdoor Experiences: REI’s branding decisions, influenced by its core mission to promote outdoor activities, reflect a deep understanding of its audience. By aligning design choices with the brand’s identity as an outdoor equipment retailer, REI enhances its authenticity and relevance in the outdoor community. This strategic alignment is crucial for customer engagement and building a loyal consumer base.
In conclusion, the REI Cedar design system serves as a multifaceted tool for brand management, providing insights into accessibility, design integration, consistency, and strategic branding. These key insights underscore the importance of a comprehensive approach in building a recognizable and relatable brand, especially in industries centered around experiential values, like outdoor equipment.
Video here:
You can view their design system here.
If you want to build your own design system and or a brand guide feel free to get in touch any time
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