Ariel Investments, LLC contacted Steven Noble to create their new corporate logo that includes their famous and recognized tortoise. This symbol is derived from the fable the "Tortoise and the Hare." The story concerns a Hare who ridicules a slow-moving Tortoise. Tired of the Hare's boastful behaviour, the Tortoise challenges him to a race. The hare soon leaves the tortoise behind and, confident of winning, takes a nap midway through the race. When the Hare awakes however, he finds that his competitor, crawling slowly but steadily, has arrived before him.