As we began discussing the move to World Class, we knew certain changes were necessary to prepare for the journey ahead. At first, updating the logo wasn’t part of that plan. But when the idea was raised, our Director, Aaron Moss, remarked, “If there’s ever a time to change it—this is it.”
From that point forward, we approached the decision with care, aiming to honor our history while embracing the future. The process spanned several weeks of conversations and refinements. We explored more than 50 variations, working to identify the right icon, typeface, and balance between the two. Along the way, we studied both current and former World Class organizations, analyzing what gives them that distinctive, elevated “look.”
A refined version of the star from the original logo ultimately shaped the final choice. We narrowed it down to four options—two centered on the star and two featuring mountains. After gathering feedback from staff, friends, and family, the directors made the decision within a few days.
The star now exists in three variations. The first is the full logo, with “Anesidora” running through the star—this version isn’t meant to be used as a standalone icon. The second is the primary icon, a double-outlined star designed to stand on its own. The third is a solid star, giving us flexibility when the outlined version doesn’t fit and offering a bold option for fresh, playful merch.
The typeface was essentially designed with our director, Natasha, in mind—she loved the unique “A” variations and the elegant “S swoop” found in earlier versions. This final design merges those elements into a single typeface, blending charm and personality with a clean, modern clarity. What stood out most was how strong it looked on its own. Even without the star or subtitle, “Anesidora” alone felt striking and versatile, looking incredible across every piece of merch we tested.
Being based in Colorado and carrying a name tied to the earth, we explored many mountain-inspired concepts—most notably Mount Antero. In the end, we set these designs aside, reserving them for future merch releases you’ll see down the road.
The “Anesidora A” was an iconic element of the original logo and became our biggest challenge in choosing the right direction. We experimented with countless variations considering whether to keep it, reinvent it, or remove it altogether. Yet, when placed beside other contenders, no version of the old A carried forward. After deeper reflection on its meaning and potential, we chose to revamp it, giving it a place in special occasions and selective uses. This way, the A remains part of our story without defining our entire future identity.
This marks a monumental step for Anesidora, which is why the timing felt right as we entered World Class. We’re proud of the direction we’ve chosen and excited for the future ahead.