AUBURN, N.Y. — The Auburn Industrial Development Authority (AIDA) recently announced the launch of its new brand identity and website. 

The new brand identity is place-based and “showcases the unique benefits of living and doing business in the City of Auburn, positioning it among other comparable cities in order to garner the attention of individuals and businesses considering locating in micro-urban environments,” the AIDA said in an April 27 news release.

The brand references Auburn’s historic heritage and pride of the locals. The tagline, “Where possibility takes root,” ties in themes central to the city’s identity, the AIDA contends. That includes its natural beauty, rural location, entrepreneurial spirit of its people, cultural history, and its “nurturing and supportive community that makes it a great place to lay down roots.”

The new logo (Auburn, N.Y.) uses a slightly decorative typeface inspired by the letterhead fonts from the mid- to late-19th century, when many of Auburn’s historical sites were established. The brick-red color evokes architecture throughout the city while giving a nod to Auburn’s “traditional and emblematic maroon color,” per the release.

The Auburn Industrial Development Authority says it believes the new brand showcases Auburn as “uniquely situated among other small, rural cities as the place to live and/or locate a business,” especially for those seeking a low cost-of-living and the natural beauty of the Finger Lakes, within a day’s drive to major metropolitan areas in the northeastern U.S.

The new website is: takerootinauburn.org. It offers information on living, working, and doing business in Auburn, and features the audio stories of locals touting the benefits of Auburn.