The Gourmet Grape is a wine and gift shop located in downtown Chicago. While there were several obvious directions in which to take a logo redesign, this solution was reached from a simpler, less literal approach. Rather than emphasize the typical bottle/glass/grape/vine as seen in countless other wine shop logos, this was designed to be clean and likable, while playing upon the clever name of the company. Wine is typically known to hold formal connotations, so the colors of the new mark played heavily upon black and white (formal) theme. A splash of burgundy color (PMS 188C) was applied to the bow tie symbol in order to emphasize their specialty (wine), as well as to include a sense of playfulness in an otherwise serious-looking mark. Different styles of Gotham were used for hierarchy of the three words, ranging from Light to Extra Light. This typeface was chosen due to it’s wide range in styles and the overall classic, clean, and architectural structure of each letterform. My initial thought was to go with a simple grape wearing a bow tie, but that just seemed too predictable and untrue to the brand identity.