Aurora Shoe Company

Our challenge was to convey an image of the shoes as earthy and natural, a quality handmade product. We also needed to consider current and future brand touchpoints, which included: an exterior sign at the base of the factory driveway, a stamp on leather inside the shoes,a label on the shoebox, on the website, and more.

Our final logo solution is a round seal - resembling a sun - containing the centered letters ‘A’ and ‘S’. These are rendered in a loose handwritten brush stroke, which conveys the handmade nature of ASC shoes.The sun/circle refers to the word 'aurora', meaning ‘Land of Constant Dawn’ and is the place where the factory is located.

The Bell Gothic font is simple, clear, and unadorned.The colors - a light brown paired with a goldenrod yellow - are fresh, warm, unpretentious, and evoke the color of natural leather.

All font, color and styles in the logo were chosen specifically to refer to Aurora Shoe Company’s brand personality, a list of agreed-upon adjectives we determined during the Discovery Phase (other tasks during this phase included a visual survey of the competition; a stakeholder questionnaire; and customer surveys).

According to our client, the new logo feels “worn in, comfortable, and sincere like an old wax stamp”. Success! These were exactly our intentions.