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Rueda DO reveals new corporate identity to ‘reassert’ the brand

Published:  03 October, 2018

Rueda DO has revealed a new corporate identity as part of its strategy to create a ‘strong and modern’ image for the region.

Designed to incorporate the values of youth, modernity, elegance and approachability, the DO’s new corporate image includes an updated logo, labels and website.

The overhaul was much more than just a “visual change of identity” though, said Rueda DO president Carmen San Martin, adding it also represented a fundamental change to a strategic approach that would be reflected in all the areas covered by the DO.

"Since the beginning of this new plenary session, which began in 2016, we are continually throwing up new challenges for ourselves as a region with the aim of promoting and seeking out the best of the highest quality wines we have to offer.

“Among these challenges was a change of image, an evolution in the way we represented the region and its wines to consumers and how we wanted them to perceive us,” said San Martin.

The updated logo looked to reassert the Rueda brand, bringing it closer to younger people while keeping in touch with existing consumers and encouraging “lasting loyalty to Rueda DO”, he added.

“The main characteristic of the logo is its legibility, the main aim being to create a fast, clear and simple identification of Rueda by the consumer which is instantly recognisable and memorable. The yellow has remained as an intrinsic part of the link between the previous logo and the new one.”

An important aspect when working on the makeover had been how it would adapt to the back labels, the seal of guarantee and quality that the Regulatory Council grants to the wines with the Rueda Denominación de Origen.

As a result the design of the back labels has radically changed, with the same classification of wines remaining but the words ‘Verdejo’, ‘Sauvignon Blanc’, ‘sparkling’ and ‘Dorado’ having been replaced by a new colour coding created to help navigate the consumer.

Rueda DO comprises 72 municipalities, of which 53 are in the province of Valladolid, 17 are in the north of the province of Segovia, and 2 are in thenorth of the province of Ávila.