Evolving a brand for a digital landscape.
A logo redesign proposal
WCO wanted to reposition itself as a premier brand and leading advocate for Ontario's VQA wine sector by modernizing its logo to reflect its new values.
2017
The Wine Council of Ontario (WCO) is a non-profit trade association that supports and promotes the growth of local Vintner's Quality Alliance (VQA) wines.
VQA is a regulatory body that certifies wine through a complex quality assurance program and can provide substantial economic benefits for the province. VQA-approved wine is made from 100% Ontario grapes.
The Wine Council of Ontario (WCO) is a non-profit trade association that supports and promotes the growth of local Vintner's Quality Alliance (VQA) wines.
VQA is a regulatory body that certifies wine through a complex quality assurance program and can provide substantial economic benefits for the province. VQA-approved wine is made from 100% Ontario grapes.
The Wine Council of Ontario (WCO) is a non-profit trade association that supports and promotes the growth of local Vintner's Quality Alliance (VQA) wines.
VQA is a regulatory body that certifies wine through a complex quality assurance program and can provide substantial economic benefits for the province. VQA-approved wine is made from 100% Ontario grapes.
The Wine Council of Ontario (WCO) is a non-profit trade association that supports and promotes the growth of local Vintner's Quality Alliance (VQA) wines.
VQA is a regulatory body that certifies wine through a complex quality assurance program and can provide substantial economic benefits for the province. VQA-approved wine is made from 100% Ontario grapes.
The Wine Council of Ontario (WCO) is a non-profit trade association that supports and promotes the growth of local Vintner's Quality Alliance (VQA) wines.
VQA is a regulatory body that certifies wine through a complex quality assurance program and can provide substantial economic benefits for the province. VQA-approved wine is made from 100% Ontario grapes.
We immediately got to work with their team to familiarize ourselves with their history. I conducted an audit of existing assets to understand how their logo was used in different contexts.
The existing logo had many complex elements. The detailed illustrative flourishes and treatment of the text didn't afford us a lot of flexibility; this made it hard to scale on small devices and social media.
We immediately got to work with their team to familiarize ourselves with their history. Our team also conducted an audit of existing assets to understand how their logo was used in different contexts.
The existing logo had many complex elements. The detailed illustrative flourishes and treatment of the text didn't afford us a lot of flexibility; this made it hard to scale on small devices and social media.
We immediately got to work with their team to familiarize ourselves with their history. Our team also conducted an audit of existing assets to understand how their logo was used in different contexts.
The existing logo had many complex elements. The detailed illustrative flourishes and treatment of the text didn't afford us a lot of flexibility; this made it hard to scale on small devices and social media.
We immediately got to work with their team to familiarize ourselves with their history. Our team also conducted an audit of existing assets to understand how their logo was used in different contexts.
The existing logo had many complex elements. The detailed illustrative flourishes and treatment of the text didn't afford us a lot of flexibility; this made it hard to scale on small devices and social media.
We immediately got to work with their team to familiarize ourselves with their history. Our team also conducted an audit of existing assets to understand how their logo was used in different contexts.
The existing logo had many complex elements. The detailed illustrative flourishes and treatment of the text didn't afford us a lot of flexibility; this made it hard to scale on small devices and social media.
We distilled the core objective and scope of work to align ourselves better with the WCO team:
We distilled the core objective and scope of work to align ourselves better with the WCO team:
We distilled the core objective and scope of work to align ourselves better with the WCO team:
We distilled the core objective and scope of work to align ourselves better with the WCO team:
We distilled the core objective and scope of work to align ourselves better with the WCO team:
Time was our biggest constraint. To quickly get underway, I started with secondary research and competitive analysis; I looked for opportunities to push boundaries on concepts that haven't been as widely explored in the market.
Time was our biggest constraint. To quickly get underway, I started with secondary research and competitive analysis; I looked for opportunities to push boundaries on concepts that haven't been as widely explored in the market.
Time was our biggest constraint. To quickly get underway, I started with secondary research and competitive analysis; I looked for opportunities to push boundaries on concepts that haven't been as widely explored in the market.
Time was our biggest constraint. To quickly get underway, I started with secondary research and competitive analysis; I looked for opportunities to push boundaries on concepts that haven't been as widely explored in the market.
Time was our biggest constraint. To quickly get underway, I started with secondary research and competitive analysis; I looked for opportunities to push boundaries on concepts that haven't been as widely explored in the market.
The team didn't want to market themselves in the retail space. Instead, we explored the agricultural aspect of the industry.
We designed the crest to be ambiguous, bold, and evoke elements of the wine-making process. The interweaving strokes form the contours of the letter 'W' and allude to the irrigation process in viticulture. The logomark is an abstraction of the geography of vineyards.
The team didn't want to market themselves in the retail space. Instead, we explored the agricultural aspect of the industry.
We designed the crest to be ambiguous, bold, and evoke elements of the wine-making process. The interweaving strokes form the contours of the letter 'W' and allude to the irrigation process in viticulture. The logomark is an abstraction of the geography of vineyards.
The team didn't want to market themselves in the retail space. Instead, we explored the agricultural aspect of the industry.
We designed the crest to be ambiguous, bold, and evoke elements of the wine-making process. The interweaving strokes form the contours of the letter 'W' and allude to the irrigation process in viticulture. The logomark is an abstraction of the geography of vineyards.
The team didn't want to market themselves in the retail space. Instead, we explored the agricultural aspect of the industry.
We designed the crest to be ambiguous, bold, and evoke elements of the wine-making process. The interweaving strokes form the contours of the letter 'W' and allude to the irrigation process in viticulture. The logomark is an abstraction of the geography of vineyards.
The team didn't want to market themselves in the retail space. Instead, we explored the agricultural aspect of the industry.
We designed the crest to be ambiguous, bold, and evoke elements of the wine-making process. The interweaving strokes form the contours of the letter 'W' and allude to the irrigation process in viticulture. The logomark is an abstraction of the geography of vineyards.
At all stages of development, the team repeatedly tested the logomark in different applications to ensure it maintains its shape and maximum legibility, down to the favicon.
At all stages of development, the team repeatedly tested the logomark in different applications to ensure it maintains its shape and maximum legibility, down to the favicon.
At all stages of development, the team repeatedly tested the logomark in different applications to ensure it maintains its shape and maximum legibility, down to the favicon.
At all stages of development, the team repeatedly tested the logomark in different applications to ensure it maintains its shape and maximum legibility, down to the favicon.
At all stages of development, the team repeatedly tested the logomark in different applications to ensure it maintains its shape and maximum legibility, down to the favicon.
We received positive feedback from the WCO's Board of Directors. They've since changed their name to Ontario Craft Wineries (OCW). Elements of this concept exist in their new logo.
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