Logo Design

Hillside Winery approached DID in the summer of 2011 with an idea to modernize their entire brand without a wholesale change to their iconography. Words that came up frequently in our early discussions were 'organic', 'clean', 'rustic', and 'contemporary'. The word "Estate" was also being dropped from their name as it had a tendency to give an impression of "wine snobbery" -- something you won't find a trace of at Hillside.

The first step (as always) was to create the logo. I complied with their request not to completely disregard the tower iconography from their previous logo by keeping the tower itself. I then removed all of the other "background" details. I wanted only to use the shadows on the tower reducing it to positive and negative spave, thereby forcing the eye to fill in the rest. A rough edge was applied to give the tower graphic a handcrafted look.

The typeface was chosen because of its simplicity and the fact that the text colour could vary in colour depending on the application of the logo. Applications are to include: product labels, wine glasses, staff uniforms, reusable shopping bags, and more.