After being acquired by Camping World, national outdoor and hunting store Gander Mountain was renamed to Gander Outdoors, repositioning itself as more of a mainstream outdoors outfitter. Marcus Lemonis, CEO of Camping World and star of CNBC’s The Profit, announced a creative plan to crowdsource a logo for the new brand, by offering  $100,000 to the grand prize winner of the Gander Outdoors Logo Contest.

This concept was submitted on the final night of the contest, including a several examples of the brand in use. The final mark included a “G” and “O”, as well as an abstract mark representing a mountain, indicative of the outdoors. This mark is clean, simple, and easily utilized across applications. It’s scalable and unique, yet symbolic.

The logotype is a modified take on Montserrat, with subtle curves and customizations that make this mark unique to Gander Outdoors.