Eagle Creek is reinventing itself, and as part of its new direction it has a new logo. Other changes include new leadership, a new corporate headquarters, a state-of-the-art distribution center for VF Corporation, its parent company, and common systems platform. Factory Design Labs of Denver helped shape Eagle Creek’s rebirth, which is intended to make the brand’s name synonymous with travel worldwide within five years. The new logo speaks to the fluidity, movement and discovery of the travel experience, and highlights the organic, modern and sophisticated feel to the brand image.