Regional Wine Association Changes Name to the Napa Valley Vintners
Name Change Reflected by New Logo and Identity System
3/15/2004 - St. Helena, CA - Formerly known as the Napa Valley Vintners, the 240-member wine trade association located in St. Helena, California, has officially changed its name to the Napa Valley Vintners (NVV).
After more than 25 years, the NVV has changed its look and created an entirely new identity system, including a series of unified logos and descriptors. The new identity system works together to symbolize and describe the organization, its key programs and events: Auction Napa Valley, Premiere Napa Valley, Master Napa Valley and Certification Napa Valley.
"There was one major reason for this much needed change," said Bob Steinhauer, president of the NVV board of directors. "The association was using different logos for its programs which, when viewed together as a group, seemed unrelated. We were failing to communicate a sense of connection to our key audiences," he said.
The NVV Board of Directors viewed this situation as an opportunity to create a contemporary new design that portrays both the association's diversity as well as it's common mission - to promote and protect the Napa Valley wine appellation.
"I believe what we've now developed is a perfect solution that professionally portrays the organization and its key programs, including our world famous charity wine auction," Steinhauer added.
The new identity system was created by one of the world's leading branding and design firms -- Landor Associates, based in San Francisco and with offices worldwide. Landor has developed corporate identities for FedEx, Hyatt Hotels and Delta Airlines, among hundreds of others.
During the course of their work, Landor's design team noticed that association Board members and staff consistently referred to themselves as the "Napa Valley Vintners." As a result, the official name was revised - the word "Association" was dropped, making the new name simply, Napa Valley Vintners. In addition, the names of long-held events and programs were slightly revised to be consistent with the new name and logo - Master Napa Valley, Premiere Napa Valley, Auction Napa Valley and Certification Napa Valley.
Last year, the NVV introduced the 100% Napa Valley Certification Mark, a special trademarked symbol that indicates 100 percent of the contents of a given bottle is produced and bottled entirely in the Napa Valley, using only Napa Valley fruit. The actual symbol has not and will not change. The new Certification Napa Valley logo, designed by Landor, will be used as a program descriptor only.
The new Napa Valley Vintners identity system unifies the graphic look of the entire organization, while using various colors and words to differentiate association programs. For example, the use of circles represents diverse individuals coming together to form a cohesive community. There is a deliberate resemblance in the way the circles are arranged, to a variety of wine-related images, such as stacked barrels, bottles or glassware.
Landor's design philosophy also keeps in mind the future of the NVV. As needed, new programs may easily be added to the identity system, differentiated by name and color.
The new identity system will roll out in logical phases over the coming year. The master NVV logo is already in use. The new Master Napa Valley logo will be used as the organization begins to promote the September 2004 program for master sommelier and master of wine candidates. Both of the new auction logos, Premiere Napa Valley and Auction Napa Valley will not be used until promotion begins for the February and June 2005 auctions, respectively. The Certification Napa Valley logo will be used immediately, but again, for descriptive and educational purposes only. Other applications of the identity system to various NVV communication tools, such as the Web site, will be phased in over the coming months.
About the Napa Valley Vintners (NVV)
The Napa Valley Vintners is a professional nonprofit trade organization representing more than 240 wineries in marketing and promotional activities throughout the United States and abroad. For more information about NVV and its members go to www.napavintners.com.
With over 60 years of experience and more than 20 offices in 16 countries globally, Landor is one of the most recognized and accomplished branding firms in the world. Combining strategic rigor with world-class creativity, Landor partners with clients across all industries to create brand-led business transformation