A new logo for the Consorzio Tutela Vini Valpolicella encapsulating the irreproducible link between the area, production of wine and uniqueness of the products.
The logo will benefit from protection in 28 European countries starting from this year and will be unveiled at the Anteprima Amarone 2010 event on 25th & 26th January at the Gran Guardia of Verona.
The idea of organising the wine producers in a “Consortium to defend the regional wines of the Valpolicella” first came about on 9th November 1924.
Ninety years later, the production area, structure of the industry and market have all changed. This evolution requires the Consorzio to develop new skills and competences leading to the need for a new logo that can reflect the concept of territory, grapes, wine, work and tradition: a new image that represents the supply chain and which expresses both innovation and is effective over time.
The reference to the Valpolicella is essential as it portrays the ancient origins of the indigenous grape varieties used in the Valpolicella wines. The new logo also associates the concepts of grapes, work and wine linking them with a detailed image to reflect the meticulous work needed to make the wines of the Valpolicella.
Tradition can be traced in the choice of font – classic and elegant, a Bodoni serif typeface underlining the Italian character and expressing the undisputed quality recognised in Italian products across the globe. Furthermore, the signs created can be read in a number of ways.
The logo, registered throughout the EU, will be used on all promotional and informative materials related to the Valpolicella wines and their protection. The EU registration defends the brand in all countries of the EU from now onwards.
The Consorzio holds:
- Exclusive rights over the brand across the EU for the next ten years with the possibility to extend.
- The right to allow the logo to be used by member wine producers following a specific request.
The new logo and the legal protection of it join the collective brands linked to the four DOP that the consortium and the Chamber of Commerce of Verona have been protecting for years.
As testimony, Professor Andrea Marchini from the University of Perugia will present a report “Promotion and innovation of high quality wines : strategies for the 2020 markets” during the Anteprima Amarone event. Innovation is the main driver to create value and reinforce the interaction between grape varieties, wineries and the area of production, that the consumer perceives as inimitable and therefore strategic for high-end wines. “Innovation”, he observes, “is the main instrument for rural development and is the focus of the political agenda of the European Union that through the recent reform of the CAP, tackles the challenge of increasing production with a more efficient use of natural resources. Productivity and the environment become the key words in a policy for innovation that intends to reduce the distance between the world of research and that of industry. There are then many opportunities for support that open along this path. The first example is Programme Horizon 2010 for research and innovation that has made 4.6bn euros available for the agricultural sector. No less important is the new Support Programme for wine within the CMO. In this case, in the first 8 lines we find reference to the introduction to a project aimed at innovation in the production systems and the opportunity to invest to increase the competitiveness of companies. 337m euro are available to support communication”.
Anteprima Amarone 2010
25th & 26th January 2014, Palazzo della Gran Guardia - Verona.
With the support of the Regione Veneto, Camera di Commercio di Verona and Banco Popolare di Verona
Full programme of the event can be found on http://www.consorziovalpolicella.it/en/222-anteprima-amarone-en