Artisan Shoes is a startup company that will produce unique, handmade shoes for the customer’s needs. The factory is based in Montegranaro which is one of the main centres for shoe production in Italy. There were two stipulation from the client side. The logomark has to remind to the origin and has to point out the activity of the company without picturing a shape of a shoe. The laurel and oak wreath is from the coat of arms of Montegranaro and the enwreathe of the AS letters are typifies the facing of a shoe, how the lace connect the two sides.