Graceful Wines
Deserve Graceful Lettering
Michelle Regenbogen of Macchiatto Design, was asked to refresh the product line at the Cambria Winery of Santa Maria, California. She asked me to do a thorough exploration of the logotype redesign.
The existing logo, shown at top left, employed classical lettersforms, and had a distinctive beauty to it. The stroke weight, however, was arguably thin, and the flourish below the name caused some application problems. I also felt that the "b" was stranded, being the only unconnected lowercase letter, and it's ascender felt unresolved.
At the start of the project, Michelle wanted to see a wide range of looks that explored new shapes, bolder weights, and formal vs. casual stylings. Over the course of a year, I created over 30 versions of the logo (some of which are seen in the middle panel).
For the final version (bottom left) we came back much closer to the original, retaining the formal, classical beauty, while addressing the areas we had found to be problematic. Adding the flourish to the "b" solved the problem of the naked ascender, and retained the equity of the original underline flourish. I am very pleased with our redesign.
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Aloha,
John
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