CASE STUDY Background Aurora Shoe Company is a small group of dedicated arti- sans 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 simplic- ity and organic in their form.” Challenge Under new ownership, the new owner felt they needed a new visual identity after 20 years. Solution The concept behind the new logo is a round seal, resem- bling a sun. The sun refers to the word “Aurora” which means ‘Land of Constant Dawn’ and is the village where the factory is located. All stylistic choices were made to convey the brand person- ality that we determined during the Discovery Phase: • warm • unpretentious • honest • timeless The central seal and the letters within ar

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