The American
Sommelier Association
Job:12-84823 Title:RP-Graphic Design That Works (LDW)
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Client
The American Sommelier Association is a nonprofit
organization for wine experts.
ART DIRECTOR/DESIGNER
Jon Rohrer
FIRM
Flux Labs
Process
In developing a logo for the American Sommelier Association, designer Jon Rohrer
hoped to create a mark that instantly communicated the idea of wine and had a
classic, almost old-fashioned feel to it. An idea came almost instantly. Using
Illustrator, he experimented with a capital A, the first letter of the client’s name,
replaced its cross bar with a corkscrew, then selected the typeface Adobe Garamond
for its elegant, sophisticated feel. Next, he experimented with logotypes. “I didn’t
want to just center the client’s name under the symbol because that seemed too
trite,” he says. Instead, he created what amounts to a secondary logo: the client’s
name set in a configuration reminiscent of a label, with the word Sommelier in the
center, and the words American and Association laid out in arcs above and below it.
For color, Rohrer chose a burgundy to suggest the color of wine.
What Works
The logo features a capital A set in Adobe Garamond. The cross bar has been
replaced with a corkscrew, which reinforces the subject’s identity as an organization
for wine experts.
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026-039 84823 10/12/05 1:56 PM Page 31
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