New Logo, New Beginnings

As we began the discussions of moving to world class, we new some things needed to be changed to prepare for this endeavor. The logo initially was not on this list. However, when the option was proposed, our Director Aaron Moss stated "If there is a time to change it — it would be now". Then the process to rebrand began.

When we made this decision, we wanted to celebrate its history while embracing the future to come. We didn't take it lightly. It took a couple of months of discussions to find the right direction. We sorted through over 50 variations to narrow down the right icon, typeface, and combination of the two. We looked at current and former world class organizations deciphering what makes an organization have that "look."

 

 

An elevated star from the original logo took the stage in the final decision. We were down to four options. Two highlighted the star and two with mountains. The directors took in suggestions from close staff, friends, and family. After a couple of days the decision was made.

The star has three different variations of how you will see it. Clearly the first version is the version with Anesidora going through it. You shouldn't really see this on its own as an icon, as its intended use is in the full logo. The second version is the icon itself with a double outlined star effect. Finally, the third version is a solid star version allowing us to see the star when the other wont work or fill in the star for fun fresh merch.

 

 

The typeface was essentially made for our director Natasha who loved the A variations and the S "swoop" of other versions. This design was the merging of those versions into one, gathering charm and personality into a clean, clear font. What we loved about this design was that it look so good on its own. Strip away the star and the subtitle, Anesidora alone looked incredible on every piece of merch we tested it on.

 

 

Being from Colorado and having a name that relates to the earth, we played with a lot of concepts with mountains. Specifically, Mount Antero, whose name is in a Native American language that means "sender of gifts" matching Anesidora. Ultimately, we reserved these designs for future merch that you will see appear in the future.

The Anesidora A was an iconic staple to the original logo, this was the biggest hurdle in determining the next best direction to go. We played with many variations of the A to determine if we wanted to keep it, revamp it, or remove it entirely. Once again, when put next to contenders — no variation of the old A moved forward. After further discussion of this A, its meaning, and its future,  we decided to revamp it and reserve it for special occasions and uses. This way the A still can be a part of the future while not being our identity.

This is an enormous step for Anesidora which is why we felt it was fitting to do it as we made our way into world class. We hope you enjoy the direction our organization is going and look forward to the future ahead!