Two intertwined coats of arms. Two suns. And a name that seems almost inseparable nowadays: Vinchio Vaglio.
But why does Vinchio Vaglio’s logo look exactly like this? The answer lies centuries ago, in the very same place where we are now.
Two coats of arms, two territories, one winery
Vinchio and Vaglio Serra are two neighbouring municipalities linked by a historic rivalry that seemed impossible to overcome, until 19 winegrowers decided to do something that, until then, had been considered unthinkable: to join forces and set up a cooperative winery.
In 1959, the decision to set up a co-operative was a practical solution to a very real problem: on their own, it had become impossible for small-scale winegrowers to hold their own in the market.
Cultivating vines on the hills of Vinchio and Vaglio Serra meant investing time, effort and resources in a landscape that was far from easy to work. Simply producing grapes was not enough: they also had to be processed, stored and marketed, yet the price paid for the grapes did not seem to reflect the value of the labour involved.
For the 19 founders, joining forces therefore meant being able to share facilities and equipment, organise the winemaking process and present themselves on the market with a strength that none of them could have achieved individually. The prospect becomes a challenge: can we continue to make a living from viticulture in our region?
That is why it was worth uniting those two coats of arms.
The Vinci coat of arms draws on a local tradition: the name Vinchio is said to derive from the Latin ‘vinci’, linked to a famous victory won in 935 AD by Christian troops led by Marquis Aleramo against the Saracens, right in the Valletto della Morte area.
The Vallum coat of arms, on the other hand, represents the etymological root of ‘Vaglio’: the Latin term refers to a palisade, a rampart or a defensive fortification, and bears witness to the presence, in Roman times, of a military camp or a strategic defensive structure erected on the village’s hills.
Even before wine, there is cooperation
Today, the Cooperative Winery’s charter continues to draw on those principles, and the logo also embodies that very idea: two communities that have chosen to become a single entity.
Whilst the two shields in the logo represent the two communities of Vinchio and Vaglio Serra, the way they are intertwined symbolises the choice to cooperate. A choice that has enabled those who cultivate the land to continue doing so right here in this area, which later became a UNESCO World Heritage Site.
The two suns within the logo, on the other hand, represent the ongoing intellectual and practical exchange between the cooperative’s members, which constantly enriches the organisation’s vision. This commitment translates into a forward-looking approach that leads us, year after year, to invest in research, technology, new facilities, communication and international markets; for us, innovation is the means to safeguard our traditions and continue to look to the future with the sun on our faces amongst our vineyards.
Vinchio Vaglio’s logo: then and now
2020 saw a complete rebranding of the company, which included a new logo and redesigned labels by NSG, but above all a new communications strategy as part of a broader programme of research, development and innovation.
The most noticeable change was probably the name of our winery. We gradually moved from the full name ‘Cantina Sociale di Vinchio e Vaglio Serra’ to the more straightforward ‘Vinchio Vaglio’, placing the names of the two territories at the heart of the winery’s identity.
The decorative elements of the shields were also simplified, giving the logo a lighter feel. The result is a cleaner, more legible brand that works better on labels, marketing materials and digital channels, whilst remaining instantly recognisable.
Today, our logo still features Vinchio and Vaglio Serra, with their distinct characteristics and history. It represents the 19 winegrowers who, in 1959, chose to join forces, and a winery that, ever since, has continued to build its future without losing touch with its roots.
And amongst these vineyards… the story continues.
