Consider this your compass to the Washington Winegrowers brand.
The brand guidelines are a resource for implementation of the Washington Winegrowers’ brand. These guidelines describe the fundamental elements of the brand along with basic instructions for how to use them.
Adherence to these guidelines will ensure consistency, and the reliable recognition of the brand. Recognition of the corporate brand will benefit each program and key initiative moving forward.
It should be noted that the elements and uses in this guide are open to change; however, any changes should be carefully vetted to ensure overall consistency in verbal and visual messaging.
Adherence to these standards is necessary for the makings of a deep brand. The power of the Washington Winegrowers brand resides in focus, consistency and reliability — and this begins with the delivery of clear messaging developed to inspire and inform.
There are two themes woven throughout the Washington Winegrowers’ brand. They are prominently featured within our Mission Statement, and our Corporate Tagline.
Enhancing the industry—through advocacy and education—for growers, vintners, partners and policymakers.
These are the most important words in the Washington Winegrowers vocabulary. They expound on the purpose of our organization, and encapsulate how we intend to manifest our vision of the future.
There’s no question that all of us at the Washington Winegrowers Association are enlightened by the end product – wine; however, we are also rooted in tradition, through our uncompromising values and contribution to the broader industry. These words, when brought together, comprise the core of the Winegrowers mission.
Advancing our Industry.
We were there when the first vines were planted in Washington State. And when the visual horizon began to shift from row crops to acres of wine grapes. We were there when growers and vintners rallied to petition for area designations (AVA’s).
For over 30 years, we have been in the heart of growers, vintners, partners, and policymakers, who consider wine as an evolving and lucrative industry in Washington. We are a core contributor to the advancement of our industry – with the potential to inspire members and the broader industry.
As we look to a new decade of expanding achievements, we help to enlighten the path for the next generation of Winegrowers. We aim is to instill in them the unity and integrity that comes with being a Winegrower. We will provide leadership backed by integrity, effectiveness, a sense of unity, and steadfast leadership, to ensure they are prepared for the next evolution within the Washington State wine industry.
Our Brand Standards
The Washington Winegrowers™ brand should convey our character, our personality. Our focus on advocacy and education for the past 30+ years has allowed us to build an organization driven by high standards and authentic values. We are a large organization, and a large organization requires a strong identity.
In order to maintain a strong brand, it is important to look past just a logo and a name. Who we are, what we believe in, and those we serve all play an integral role in creating a comprehensive understanding of the true Washington Winegrowers™ identity. We realize that our brand is multi-faceted, and it is up to us to communicate it effectively.
Section 1. Basics
We are Washington Winegrowers™. Our aim is summarized as: Advancing our Industry. This means a great deal to the sustainable expansion of the wine industry in Washington State. It means strong values and decades of industry expertise. The name: Washington Winegrowers™ represents the merging of past, present and future influence through our passion for high standards.
Our heritage. Summarized – Organized in 1983, the Washington Association of Wine Grape Growers (WAWGG) was designed to serve the needs of the industry. Initially structured as a marketing cooperative, by 1984 WAWGG received its IRS tax exempt status as an association. In 2015, the organization underwent an extensive needs assessment to ensure the brand evolved along with the industry. In 2016, new core principles and goals were announced. In 2017, a new name, Washington Winegrowers Association, and logo were unveiled as part of the larger journey to become more mission-driven. The outcome is an organization that better reflects industry evolution and service to both growers and vintners.
1b. Who We Are
Our Core Principles – The pillars on which our organization stands, ensures consistency, reliability and accuracy for the future-forward organization.
Why we exist – Purpose identifies our core reason for existence as an organization.
To assimilate and disseminate information relevant to the Washington State wine grape growing and wine production industry; to promote the well-being of the industry through public and political awareness; to support research benefiting the industry; to provide connection between related interests, including growers, wineries, laborers, marketers, supporting industries, higher educational institutions, and various government agencies and officials.
What we aim to generate – As a long view of the industry, and our role within it, our vision describes how the organization would like the world to exist. Derived from our values, the vision illustrates a perception that is compelling, aspirational and timeless.
We envision a thriving industry—recognized globally—for quality wines and vineyards, supported by exceptional education and leading edge research.
How we intend to manifest our vision – Mission expands the fundamental purpose of the organization, succinctly describing why we exist, and what we do to achieve our Vision. Our mission statement provides a path to realize the Vision.
To serve as the synergistic leader and unifying voice—through advocacy and education—for growers, vintners, partners and policymakers.
Our ethos – What we believe, and how we behave. As our moral compass, the values are distilled from our mission, and illustrate the human value in our work.
Our Shared Values:
Achieving the outcomes we intend to produce.
Behaving ethically in every interaction and decision.
Connecting the industry through active engagement.
Conducting business practices that move our industry forward.
Goals are derived from the Purpose, Mission, Vision and Values – Illustrating the desired results to be achieved over several years.
Promote an environment beneficial to our members and the broader industry.
Create pathways for growers and vintners to optimize their business through knowledge and understanding.
- Facilitate opportunities for members and the broader industry to network;
- Provide partners and policymakers access to the industry; and
- Generate ways for members to effectively communicate issues.
1c. Our Audience
As an organization serving the entire Washington wine industry, we seek to connect with four major categories of stakeholders and constituents including: Growers, Vintners, Partners and Policymakers.
Our primary audiences are those within the Washington State boundaries. However, as interest in the Washington wine regions continues to increase, those “reaching in” (i.e. those who have invested in the industry, with headquarters elsewhere) will continue to come from parts of Oregon, Idaho, California and British Columbia.
Audience 1: Growers
Often referring to themselves as “farmers”, these individuals and organizations grow wine grapes within the geographic region of Washington State, and to a lesser extent, include growers who reside or own—or invest in—vineyards in areas such as Idaho, Oregon and British Columbia. These “extended” regions (outside Washington State boundaries) are a result of AVA’s across state boundaries as well as growers interested in the wellbeing in the Washington wine industry.
There are multiple grower types including generational growers, large-family owned vineyard operations, diversified growers (multiple crops/commodities), large, corporate growers, small-acreage growers, and in increasing numbers, growers who also not only plant and harvest grapes, but who also produce wine.
Audience 2: Vintners
Those who produce wine often refer to themselves as a “winery owner” and/or “winemaker”. Similar to growers, the geographic region of current and potential members span Washington State, and to a lesser extent, include vintners who reside or own wineries in areas outside the state. Again, sharing similarity with that of growers, these “extended” regions (outside Washington State boundaries) are a result of AVA’s across state boundaries as well as vintners and investors from elsewhere interested in the wellbeing in the Washington wine industry.
There are multiple vintner types including generational vintners, wineries with acres; small wineries; and large, corporate wine producers – both headquartered in Washington State and elsewhere. For example: Idaho, Oregon, California and British Columbia.
Audience 3: Partners
Defined as individuals and organizations with a vested interested in the Washington wine industry who are neither a grower nor a vintner. From product/service suppliers (member partners) to higher educational institutions (non-member partners), these connections impact the wellbeing of the industry. Additionally, wine/grape organizations and media outlets fall within this audience – both of whom have the ability to become members.
Audience 4: Policymakers
Individuals, agencies (government) and organizations (non-government entities) with the authority to create, set and change the policy framework for organizations and legislative measures that affect the grape-wine industry – at the state and federal level.
1d. Audience Types (Subgroups)
We serve a wide variety of stakeholders and constituents. Our four main audiences have been divided into subgroups.
To communicate value to each audience segment or “type”, we have identified (as best possible) their unique needs, goals and motivations. This information was uncovered during the 2016 Needs Assessment. The findings were distilled into an easy-use chart, highlighting key criteria:
This information is useful in making marketing and communication decisions when speaking to specific subgroups. For instance, within the primary audience category—including growers and vintners—information of highest interest to a vintner producing over 100,000 gallons/year will differ from the information preferred by a vintner producing less than 2,500 gallons/year.
*All subgroups are based on scale of operations.
When to reference this information:
- Evaluation of existing programs;
- Revision of membership classifications;
- Development of new programs;
- When considering what to communicate to specific audiences – to drive a desired response.
Section 2. Strategy
Advancing us forward. Our brand is more than the sum of the programs we provide and support. We serve our members and the broader industry on diverse levels, and this diversity is reflected in our brand.
2a. Brand Platform
This brand-position platform identifies the distinctive DNA at the core of the brand,. It is to be utilized in concert with the core principles to promote seamless growth. Our clear brand defines who we are, and who we are not.
The brand platform isn’t intended to be ad copy. It’s a straightforward strategy document similar to the core principles document. The difference being the brand platform is marketing focused, with much greater detail regarding how we will communicate the brand.
Built with our audience in mind, the brand platform includes three main components:
The audience influences the development of the positioning, which influences the brand “drivers”, which then influence the voice and tone of our brand communication.
This platform defines the category we desire to be perceived as the competitive leader.
- It is built upon our identified primary and secondary Target Audience;
- Articulates our top points of distinction (Brand Positioning);
- Answers the “So what?” question by describing why everyone should believe (Brand Promise), our fundamental reason for existing (Brand Purpose), and who we are at our core (Brand Essence).
All of these items influence how we speak when communicating the brand (Voice and Tone) in print, digital or other marketing.
2b. Positioning Statement
After an extensive qualitative research effort, the following brand positioning statement was created by the organization:
For growers and vintners who want to optimize their business, Washington Winegrowers is the statewide association with the strength and capability to effectively deliver consistent advocacy, education and connectivity. As a synergistic leader and unifying voice, Washington Winegrowers uniquely provides comprehensive business solutions for the industry.
This statement encapsulates the intended place we “own” in the mind of our stakeholders and constituents. It serves as an internal reference to guide marketing communications and operational decision-making. It helps to determine whether something is on-brand.
The brand position statement is internal. It should never appear on outward-facing materials.
Rationale – Washington Winegrowers don’t just talk about ways to advance the industry; we do it. We do it as an organization that is unafraid to take a stand. And we do it through providing information that transforms members from people who know and understand winegrape growing and production, into people who are active participants in further enhancing industry performance. We know enhancement starts with action, so we are advancing the industry through advocacy, education, and connectivity today.
2c. Brand Drivers
Brand Essence – This is the heart and soul of the brand. A single concept we are known for in the marketplace. It is the core, underlying message that is always communicated by our brand:
Enhancing Industry Performance
Brand Purpose – The practical interpretation of the reason why we exist – as found in our core principles. It is who we are at our core (our essence):
To enhance performance throughout the industry
Brand Promise – This communicates what audiences can expect during each and every interaction:
Delivering practical and comprehensive solutions to growers and vintners.
2d. Brand Architecture
The Washington Winegrowers Association contains the brand categories:
Corporate Brand Name:
Washington Winegrowers Association d.b.a. Washington Winegrowers™
Sub-brand [pending consideration]:
WineVit Washington is a concept currently being vetted. If approved and proven viable, the name will become the identity for the annual conference and trade show. Preliminary development recommendations:
- Activities and Partnership such as Winerywise™, Vinewise®;
- Events such as Issues Caucus;
- Resources such as Cost & Production Calculator, and Grape Dating Service
An application for trademark protection for the d/b/a name: WASHINGTON WINEGROWERS™ is in process. Consisting of a stylized “W” and specific typeface, the Washington Winegrowers™ corporate trademark should be used to establish the organization’s identity in an event, sponsorship, or product.
Additionally, a separate application for trademark protection for the tagline: ADVANCING OUR INDUSTRY™ is in process. As a protected wordmark, all enforceable actions designated by the USPTO should be upheld. During the registration process, the ™ symbol should appear at the upper right corner of the textual portion of the logo (the last letter “S” of “Winegrowers”).
The tagline may be utilized separate from the corporate name and stylized “W”. In this instance, the ™ should accompany the typeface, and positioned in the upper right of the last letter “Y” in “Industry”. Once full registration is granted by USPTO.gov, the ™ will be replaced with the ® mark.
Trademark and Logo Protection
The trademarks and logos of the Washington Winegrowers are protected by a 1916 act of Congress (36 U.S.C. 27) as well as by a variety of registrations with the U.S. Patent and Trademark Office.
Any use of the logotype must be utilized as shown in this manual or related guidelines. It is customary that the ® symbol is used once in the headline of an advertisement (if it is used in an ad or a poster) and then the first time it is used in the text. The ® symbol is placed on the upper right of the last letter of the trademark (if it is a word mark) or on the lower right of the symbol (if it is a design mark) and in a size that is approximately one-third the size of the largest letter or element in the trademark (but never so small that it cannot be read).
An acknowledgment statement must be placed at the bottom of any advertisement or poster that clearly identifies trademarks or design marks of the Washington Winegrowers. As suggested copy, this would read as follows: “ADVANCING OUR INDUSTRY is a registered trademark of the Washington Winegrowers Association.”
Section 3. Voice and Tone
Before you write any communications for Washington Winegrowers, it’s important to think about the intended audience. Though our voice doesn’t significantly change, our tone adapts to the marketing channel (touchpoint) and the specific audience.
3a. Expressing Our Message
What is said is the message; how it’s said is the voice.
Washington Winegrowers is a strong, progressive organization with deep, roots that form a solid foundation for regional and national achievement. Written and verbal communications that emanate from the organization, or carry its marks for identification, should reflect and reinforce these characteristics.
The way we communicate sets the tone for how our audience feels about us. Not only will our stakeholders have a clear idea of what Washington Winegrowers stands for, but they will also be able to readily connect to our brand.
This is how the brand speaks to our audiences. It defines how language is used in all messaging.
Our Voice is:
Confident, but not arrogant
…To reflect our service to the industry, the exciting nature of our contribution, and the character of the range of growers, vintners, partners and policymakers who engage with us.
Active Voice (Preferred): “Washington Winegrowers provides educational opportunities for growers and vintners who strive to engage best practices.”
Passive Voice (Not Recommended): “Educational opportunities are provided through Washington Winegrowers for growers and vintners who strive to engage best practices.”
3b. Engaging our Personality
Character contributes the tone of our voice.
Our positioning statement is supported by tone words that reflect the personality of the organization. All Winegrowers communications—from social media posts to environmental graphics to event promotions to printed pieces—should reflect these concepts as a guide.
Our Tone is:
Proactive and optimistic
…To reflect the energy, enthusiasm and leadership we bring to our daily actions.
Our personality is the mixture of the character and nature that makes up our brand. We focus on three key personality traits.
At Washington Winegrowers, we are…
Diligence is the measure of how organized, thoughtful and forward thinking we are as an organization. As a strong association we are highly organized, internally and when it pertains to our members. We connect with our members and provide appropriate services and support. We have both short-term and long-term goals to drive our organization and the broader industry forward.
Our focus is on generating impact. Our authenticity enters all interactions and is not just advocacy and education for today, but continuously contributing to the long-term success of our members and the broader industry.
Without fail, we are regularly called on to make choices that impact both the organization and the people we serve. We weigh all the options and display loyalty to doing what’s right for the organization – and we make them confidently. We provide accurate, enlightening and timely communication with our members, partners and policymakers. We do this with focus on our aspirational vision for a globally recognized and thriving industry.
3c. Sharing our Perspective
Using the first, second and third person voices appropriately, we reflect the diversity in our target audiences and the most effective ways to communicate with each. In application, this helps shape how we communicate with our members and the broader industry.
First Person (I, we) is personal and passionate — For use in brochures, as an example, or when describing our brand, our organization or providing an opinion.
Example: “As Washington’s largest industry association, we must always strive to demonstrate leadership and unity to make a lasting difference through the work we perform.”
Second Person (you) is warm and inclusive — For use in brochure or ad copy, as an example, or when reaching out directly to the target audience.
Example: “Tell us what you think of our event or anything else that’s on your mind.”
Third Person (he, she, it, they) is more measured and formal — For use in external announcements and news releases that deliver academic information.
Example: “The Washington Winegrowers Association is pleased to support a very special event celebrating the region’s diversity.”
3d. Emphasizing our Name and Tagline
Like people, organizations may have variations to their name. Washington Winegrowers is no exception. The following is a guide to common variations, and when it's appropriate to use each. Explanation to the tagline is also included.
Washington Winegrowers Association
What it is – This is the legal name of the organization.
When to use it – Legal documents and formal communication such as alongside partnering organizations where full names are being utilized.
What it is – This is the brand name of the organization.
When to use it – This is most commonly used in both internal and external communications. It is the “go to” name when referencing the organization.
What it is – This is the shorthand name of the organization.
When to use it – Internally, it is used to signify the organization in “everyday” communication.
Externally, “Winegrowers” is used in long-form communication such as press releases or announcements when the brand name has already been established.
What it is – This is the acronym of the organization.
When to use it – Internally, never externally. “WWA” is used wherever the utmost visual-text efficiency is required. Common examples include: On the project board alongside other clients, on the whiteboard during a meeting with staff or board, rapid-fire email communication, and digital-file naming for items stored on the server.
Advancing our Industry™
What it is – This is our tagline. It encapsulates our contribution to the wine industry of Washington State.
When to use it – The tagline is to be used as part of the primary corporate logo, and is available for use as self-standing text in headlines or when describing our focus. As a self-contained statement, the tagline should always end with a period.
Section 4. Visuals
Visuals are our most recognizable branding elements.
Now that we understand the essence of the Washington Winegrowers brand, we must also understand the specifics that comprise the visual parts of it. While fulfilling its role of being the face of your organization, when no one else is around, you’ll want to trust that your logo is on its best behavior at all times.
Adhering to the following specifications, will help ensure a cohesive and recognizable brand.
Primary Logo: Our logo is designed to convey information about the organization quickly, with or without additional text.
Alternate Logos: We use different tools for different jobs. So does our identity. We’ve built a degree of flexibility into the logo so it will adapt to different environments without compromising legibility.
Brand Colors: Our corporate colors include Leaf Green and Earth Brown.
- "Leaf" (Green)
R122 G160 B59
C55 M15 Y100 K8
- "Earth" (Brown)
R94 G74 B73
C33 M46 Y41 K47
What Not To Do: Sometimes knowing what not to do can be just as helpful as knowing what to do. Here are some examples of treatments that will negatively impact the way your identity is communicated to the world.
Wordmarks: This is the standardized graphic representation of the Washington Winegrowers name AND tagline. The space between the elements should not be modified, and the trademark (TM) symbol should always appear.
Fonts: In order to maintain a cohesive presentation, it is important to use fonts consistently across communication pieces representing the organization. The following outlines acceptable font usage:
4c. Logo Library
Below are the primary, full-color logos in vertical and horizontal orientations, with and without taglines. The primary logo with the tagline "Advancing Our Industry" should be used in most applications, as it carries the full meaning of the purpose of the organization. In smaller locations, or cases where the logo is used more than once on a piece, using the logo without the tagline is acceptable.
Below are logos built for "secondary-use" situations, where the primary logos may not work out. These cases would commonly be print applications where the number of colors is limited, or in stylistic augmentations to the piece being prepared (where the primary logo is already used).
For professional use, such as large-format printing, signage, promotional materials, apparel, etc. Washington Winegrowers has produced a full set of vector logos in multiple formats and orientations.
A usage guideline for the logo identity is available for print:
Section 5. Samples
Putting it all together. Establishing a strong and consistent first impression is very important in reflecting a cohesive brand. In this section, we demonstrate examples of how our brand can be executed throughout digital, print, and specialty applications.
5a. Brand Touchpoints
In order to be efficient and clear in our messaging, we need to communicate in a consistent manner through all our points of contact (touchpoints). We communicate our brand to our audience through multiple formats.
5b. Printed Materials
- Business card
- Thank you card
- Annual Source Directory
Tip: Follow a “less is more” format. Keep printed materials simple by using approved brand identity elements, fonts, and photography. The logo, tagline and Washington Winegrowers signature (wordmark) should be used appropriately to strengthen the message and brand. The body copy (for brochures and flyers) should be clear and concise. Direct readers to the website, as appropriate, for further information. Emphasize call to action items such as "Register now at WAwinegrowers.org".
- Website (WAwinegrowers.org)
- Photography and Video
- Powerpoint Presentations
- Social Media (Facebook)
- E-news (news bites, newsletter)
- Email signatures (full, reply, and legal)
Helpful tips for email signatures:
- Font: Tahoma
- Preferred size: 11-point
- Color: Standard black
- Phone number: Direct or main line
- Secondary phone #: (cell) or(fax)
- Disclaimer text: 9-point font is recommended
- Approximately three “___” directly above the text
- Text in the disclaimer utilizes a lighter black (70%)
- Additional notes:
- The goal is to keep text easily readable and concise, while providing all of the important information.
- Simple plain text is best for many reasons; skip colors, special fonts and additional graphics.
- Use the signature divider ( ___ ) to help your signature to be easily recognized as such by recipients.
- The logo file (image002.jpg) has been provided in an optimized format for on-screen email use only.
- Refrain from adding any additional images, avoid the use of HTML (they don’t always come across accurately) – plain text is preferred.
- A “Reply” signature is recommended. This will help to avoid “clogging” up your email threads (going back and forth with the same person). The recipient only needs your full contact info once per conversation. After that, they know who you are and only need the abridged version.
5d. Specialty items
Consistency is also a variable. It does not mean the exact logo orientation for everything. The following samples provide a visual framework for a variety of applications, where logo or stylized "W" might be applied.
Questions to consider when determining which logo orientation (stacked vs. horizontal), or stylized "W" include:
- How large is the specialty item?
- Will the logo be easily readable, from a usable distance?
- Who is the audience (members familiar with the brand, or new-comers)?
- Will supporting information be beneficial such as directing the audience to the website?
- Is the goal brand awareness, or a specific call to action? E.g. event registration (include the website URL)
Tip: Always request a hard proof whenever feasible. When working with a new vendor, request similar samples. With samples, check for quality of reproduction of applied logos and text (Is it pixilated? Does the logo/text appear distorted?)
Any use of the Washington Winegrowers’ trademarks by a third party on any product requires the manufacturer of these products receive written consent from Washington Winegrowers, and adhere's to the integrity of the visual brand.
A summary document of the visual identity is available, and should be provided to any third-party vendor:
Section 6. Common Questions
The Washington Winegrowers brand should convey a consistent image as a leading voice for advocacy and education in regional and national affairs. This brand guide helps ensure all visual and verbal parts of the organization are working together to communicate this image. Questions will arise. The following are common questions that may arise both internally amongst staff, and externally amongst stakeholders and vendors.
Q. What color is “Winegrowers Green”?
A. PMS 377 for print, hex code #7aa03b for digital display.
Q. What file formats are available for the logo?
A. We have a Logo Library containing approved logo files in the various orientations and approved color combinations. They are organized in two folders: “In-house Use”, and “Professional Use”. Both folders contain the same logo orientations including: horizontal and stacked and W-icon. PostScript (EPS) files are in the Professional Use folder. JPG and PNG files are provided within the In-house Use folder.
Q. I’ve received a request for logo from another organization, which file do I send them?
A. Depending on the intended application, there are several to choose from. As a baseline – for media and partners, the two-color full logo in either JPG (for print) or PNG (for web) should be sufficient. For commercial printing, such as large-scale banners requiring “vector” format, an EPS file should be provided.
Q. Can I use the “W” icon by itself on communication materials?
A. The icon is designated for limited use on documents, decals and other communication materials.
Q. What are the rules regarding advertising?
A. Washington Winegrowers must be identified in all corporate advertising that promotes any aspect of the organization. While preferably this will generally take the form of the Washington Winegrowers’ corporate logo (including tagline), it may also be featured with typography identifying the name, Washington Winegrowers. This applies to all online ads, magazine and newspaper advertising, posters, banners and billboards. When advertising is used to promote an event, the branding must appear prominently, however, sizing should reflect the relative role we have in supporting the event.
Q. How did the organization develop the Washington Winegrowers’ logo and wordmark?
A. The logo and wordmark were just one of many outcomes resulting from the corporate-wide needs assessment. A professional brand strategist and graphic designer developed the marks. The board and staff provided input and suggestions during the process.
Q. What if I have more questions?
A. Speak with the Program Manager who will provide direct answers, or steer you toward the best resource.