Aaron’s Logo PNG
Aaron’s emblem suggests development and progress, an increase in wealth that is possible for people of all incomes, thanks to a special installment policy. The emblem shows that it is easy to solve everyday problems with the company’s stores.
Aaron’s: Brand overview
Robert Charles Loudermilk Sr. founded Aaron Rents in Atlanta in 1955 after seeing a small furniture rental shop in North Carolina while working at Pfizer. He borrowed $500 from Trust Company Bank, with another $500 from a partner. The name began with “Aa” so the company would appear near the top of alphabetized phone books and business directories.
The first rental was basic: 300 folding chairs for an Atlanta auction at ten cents per chair per day. At first, Loudermilk kept little inventory. When a customer needed furniture, he bought it from Sears and delivered it himself. In the 1960s, Aaron Rents moved from event chairs into office furniture, home furniture, and medical equipment. In 1965, the company rented large tents for the Selma-to-Montgomery civil rights march organized by Martin Luther King Jr.’s team.
By 1969, revenue reached $2 million, and by the mid-1970s, Aaron Rents had nearly 20 stores and annual sales of about $10 million. In 1982, Loudermilk sold the party and medical rental divisions, then took the company public. Acquisitions followed, including Modern Furniture in 1983, Metrolease in 1984, and Ball Stalker in 1987, which moved Aaron Rents into the rent-to-own market.
Aaron’s later competed closely with Rent-A-Center. Franchising began in 1990, Howe Group added 67 stores in 1995, and the chain passed 1,000 locations by its 50th anniversary in 2005. In 2008, the corporate rental division was sold to CORT Business Services, part of Berkshire Hathaway. The company became Aaron’s in 2009. In 2020, it split into PROG Holdings and The Aaron’s Company. Loudermilk died on August 2, 2022, and Aaron’s became private in 2024.
Meaning and History
The creators of Aaron’s brand defined the core concepts it should be associated with: affordability, flexibility, optimism, caring, help, trust, and respect. They proceeded from the premise that the furniture, electronics, and appliance supplier offers quality home goods that provide comfort. This position is reflected in the company’s visual identity. For a long time, the logo has been using a pleasant blue color, a symbol of tranquility. It brings a sense of harmony, relaxes, and reduces anxiety.
Aaron’s logo has come a long way in its evolution and is now used successfully across a variety of media. It can be found on the company’s official online store and in physical stores in the United States and Canada. It is a powerful visual signal that the seller is unconditionally trustworthy.
What is Aaron’s?
A consumer goods leasing company. The company has stores in Canada and 47 of the 50 US states. It has been in existence since 1955. The company has more than $3 billion in assets. The president of Aaron’s is Stephen Olsen.
1955 – 1964
In 1955, Aaron’s Rents, Inc. was founded. Its logo looked like an oddly shaped advertising sign: a large black arrow on the left and a white rectangle with a triangular cutout on the right. This design served as the basis for the lettering “AARON RENTS.” The word on the left was highlighted in white to make it stand out better against the dark background. In contrast, black was used for the second half of the text. A bold sans-serif font emphasized the company name.
1965 – early 1970s
During this period, the brand had an emblem consisting of two parts. The main element is the inscription “Aaron Rents.” It was set in a contrasting, serifed italic font, roughly similar to the Bodoni Recut FS Condensed Italic font by FontSite Inc. Between the words was an oval containing a black-and-white portrait of a man holding a bagpipe.
Early 1970s – 1990s
The company began using a trademark in a bold, italic, serif typeface. The font resembled Riccione Serial Bold Italic by SoftMaker, Dai Banna SIL Light Bold Italic by SIL International, or FreeSerif BoldItalic by GNU FreeFont. A white version of the logo on a dark blue background has survived to this day in this form; it was featured in an advertisement in the print edition.
1987 – 2006
Aaron’s new logo contained a three-tiered lettering. At the top was the blue brand name, crossed out by a thin red stripe. The modern, bold sans-serif font matched the brand’s aesthetic, and its softness signaled care and a focus on customers.
The bright red word “RENT-TO-OWN” occupied the second line in a slanted grotesque. It hinted at the company’s core business. At the very bottom was the dark blue phrase “ELECTRONICS APPLIANCES FURNITURE,” a category of goods that could be purchased. To the right of the inscription was a stylized image of a lightning bolt dividing a circle of thin red and white stripes into two parts. The symbol of energy was represented as negative space.
2006 – 2018
For Aaron’s logo, blue letters of the name were chosen, set against a white cushion with a double outer outline in blue and brown-green. The logo appeared around 2010 after Aaron’s Rent was renamed Aaron’s.
The white “pillow cloud” symbolizes the dreams the brand helps realize, and the double outline symbolizes the special protection customers receive from life’s adversities. The company’s offer is beneficial to those who cannot obtain a bank loan for various reasons. Thanks to Aarons, they can afford new items. In addition to the trade offer, the company has a fund that invests in the future of girls and boys from low-income families (BGCA clubs) in the communities where the outlets are located. In this way, Aarons protects the country’s future and helps families.
2018 – today
In 2018, the holding company split into PROG Holdings, Inc. (consumer lending and leasing) and The Aaron’s Company (leasing, furniture manufacturing, and online platform).
For the new logo, they chose a lighter letter color and removed the dark, heavy outline. This made the logo feel airier and more modern.
Underneath the company name, the company’s core principles are stated: “Easy, Beautiful, Affordable”:
- Easy. Buying and renting from Aarons is easy. Just choose an item online or in-store, and it will be delivered to your home.
- Affordable. You won’t need a large sum of money to get started, so the offer is affordable for 50% of low-income families.
- Beautiful. The company sells quality and beautiful items from well-known brands. In addition, the network has begun renovating retail outlets and opening stores like GenNext with more presentable, comfortable sales areas. By the beginning of 2022, there will be 100 of them.
Aaron’s helps low-income families gain access to the benefits of civilization and live with dignity. This is the message of the logo.
Font and Colors
The modern logo is light sky blue on a white background. It is associated with lightness, simplicity, and beauty, which express the essence of Aaron’s offerings and principles of work.
- Light blue is the realization of clients’ dreams, an opportunity to improve their standard of living.
- White color: fair terms, transparent offer. The old logo had double protection for the lettering.
- Blue outline is an indicator of experience, the right choice, and quality development. Rent helps users to understand whether the thing suits them, whether it is comfortable, and choose the ideal option for themselves. The price list includes quality-tested items and the best designs.
- The swamp exterior color is a combination of shades of life (green), casualness (brown), permanence, and reliability (gray). Their combination suggests that Aaron’s protects and enhances the living conditions of its users. It is a reliable partner.
The font of the old and new logos is the same: Futura Pro Extra Bold.