Aurum is a fictional winter resort located in Breckenridge, Colorado - a town that emerged during the Colorado Gold Rush. The name "Aurum," Latin for "gold," references both the rich history of the town as well as the luxurious experience promised to the resort's guests. Although the Colorado Gold Rush is an event of the past, there are many other golden little treasures to experience while visiting Breckenridge. Annual festivities include the Snow Sculpture Championships and Ullr Fest. Downtown Main Street's shops and restaurants are also a main attraction and a must-see! Each year, Aurum is the proud host of athletes, artists, musicians, and tourists of all ages.
The Aurum logo references the "black diamond" - which is a symbol of the most difficult slope. I altered the diamond shape, creating my own version of an "aurum diamond" that alludes to ski culture and symbolizes the high quality experience that the resort offers. The mark has a rugged feel, but was executed with a touch of grace. It conveys the rush that one feels when skiing down a mountain. My ultimate goal for the logo was to make it feel contemporary - yet high end, while also juxtaposing a feeling of elegance with adventure.
I created a custom logo, letterhead/business card, notebooks, brochure/map, event posters, and shampoo/soap/towel packaging. I silkscreened gold ink onto the letterhead, notebooks, and towels myself. Additionally, I created a process book for the logo.