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 studythe company's firstrevealing attitudes about the brand and establishing a baseline for ongoing measurement. We then reworked the company's trademark and its applications to packaging, collateral and advertising. The new mark retains the company'sformer 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.