Aurora Shoe Company This small group of dedicated shoewear artisans get a much-needed logo overhaul after 20+ years.

  • New logo for Aurora Shoe Company

    New logo for Aurora Shoe Company

  • Shoebox with logo imprint

    Shoebox with logo imprint

  • Marketing collateral produced by Aurora Shoe Company

    Marketing collateral produced by Aurora Shoe Company

  • Aurora Shoe Co. website (design by ASC)

    Aurora Shoe Co. website (design by ASC)

  • Stamp made from the new logo

    Stamp made from the new logo

  • Sign in front of factory

    Sign in front of factory

  • Preliminary (unused) logo designs

    Preliminary (unused) logo designs

  • Aurora Shoe Company advertisement

    Aurora Shoe Company advertisement

  • Aurora Shoe Company advertisement

    Aurora Shoe Company advertisement

  • Aurora Shoe Company advertisement

    Aurora Shoe Company advertisement

  • Trade show display

    Trade show display

  • Factory sign concept model - by St. John Design Group

    Factory sign concept model - by St. John Design Group

  • Shoebox label

    Shoebox label

 

 

Background
Aurora Shoe Company is a small group of dedicated artisans who have been making shoes in their rural, upstate New York town since the early 1990s. The owner says, “Our shoes are like our surroundings – beautiful in their simplicity and organic in their form.”

Challenge
Under new ownership, the new owner felt they needed a new visual identity after 20 years of existence.

Solution
The concept behind the new logo is a round seal, resembling a sun. The sun refers to the word “Aurora” which means ‘Land of Constant Dawn’ and is the town where the factory is located.

All stylistic choices were made to convey the brand personality that we determined during the Discovery Phase:

  • warm
  • unpretentious
  • honest
  • timeless

The central seal and the letters within are rendered in a loose handwritten brush stroke, conveying the handmade nature of ASC shoes. The logo font, Bell Gothic, is simple, clear, and unadorned, echoing similar qualities in Aurora Shoe Company’s personality.

The new logo feels, in the words of ASC’s owner, “worn in, comfortable, and sincere like an old wax stamp”.

This project also included the design of an exterior sign for the shoe factory, and Brand Guidelines – which the ASC team has relied on extensively, to design everything from shoeboxes to labels to trade show displays.