Wine Council of Ontario

Wine Council of Ontario

Evolving a brand for a digital landscape

A logo redesign proposal

WCO-Hero-Image-v02

Challenge

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.

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.

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.

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.

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.

Date: 2017

Project Timeline: 2 months

Project Timeline: 2 months

Project Timeline: 2 months

Project Timeline: 2 months

Project Timeline: 3 months

Date: 2017
Date: 2017
Date: 2017
Date: 2017

Some background

Some background

Some background

Some background

Some background

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.

WCO-Legacy-Logo-v03

Discovery

Discovery

Discovery

Discovery

Discovery

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.

Framing the problem

Framing the problem

Framing the problem

Framing the problem

Framing the problem

We distilled the core objective and scope of work to align ourselves better with the WCO team:

  • Create a simple, scalable mark that would be recognizable on small devices 
  • Refine the logotype so that it spoke to their history, world-class quality, sophistication, and wine-making process

We distilled the core objective and scope of work to align ourselves better with the WCO team:

  • Create a simple, scalable mark that would be recognizable on small devices 
  • Refine the logotype so that it spoke to their history, world-class quality, sophistication, and wine-making process

We distilled the core objective and scope of work to align ourselves better with the WCO team:

  • Create a simple, scalable mark that would be recognizable on small devices 
  • Refine the logotype so that it spoke to their history, world-class quality, sophistication, and wine-making process

We distilled the core objective and scope of work to align ourselves better with the WCO team:

  • Create a simple, scalable mark that would be recognizable on small devices 
  • Refine the logotype so that it spoke to their history, world-class quality, sophistication, and wine-making process

We distilled the core objective and scope of work to align ourselves better with the WCO team:

  • Create a simple, scalable mark that would be recognizable on small devices 
  • Refine the logotype so that it spoke to their history, world-class quality, sophistication, and wine-making process
WCO-Process-v03

Research, insights, & direction

Research, insights, & direction

Research, insights, & direction

Research, insights, & direction

Research, insights, & direction

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.

Logomark-Keylines-v03

The concept

The concept

The concept

The concept

The concept

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. 

Wine Council of Ontario Favicon in Chrome Browser Tab

In execution

In execution

In execution

In execution

In execution

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. 

WCO-Linkedin-Mockup-v03

Outcome

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.

We received positive feedback from the WCO's Board of Directors. They've changed their name to Ontario Craft Wineries (OCW) since our last collaboration. Elements of this concept exist in their current logo.

We received positive feedback from the WCO's Board of Directors. They've changed their name to Ontario Craft Wineries (OCW) since our last collaboration. Elements of this concept exist in their current logo.

We received positive feedback from the WCO's Board of Directors. They've changed their name to Ontario Craft Wineries (OCW) since our last collaboration. Elements of this concept exist in their current logo.

We received positive feedback from the WCO's Board of Directors. They've changed their name to Ontario Craft Wineries (OCW) since our last collaboration. Elements of this concept exist in their current logo.

© 2024 Joseph Le Design
© 2024 Joseph Le Design
© 2024 Joseph Le Design
© 2024 Joseph Le Design
© 2024 Joseph Le Design