Penfolds

The Penfolds wine company was founded in Australia by Dr Christopher and Mary Penfold in 1844.

I’ve always admired the unique flow of the logo so I welcomed the opportunity to evolve and improve its execution. The original script was first used in 1923 and has become one of Australia’s most recognised trademarks.

After examining historical references, I noticed certain discarded elements that, if reintroduced, could help balance and create a more harmonious logo.

Many of the curves had imperfections which became noticeable when scaled up.

Initial exploration involved redrawing and refining.

The curves have been drawn to enhance the fluidity and the more open ‘o’ helps reduce some friction within the middle of the wordmark.

The P monogram which often becomes embossed also needed to be considered along with the luxury version drawn in a lighter weight and with a drop shadow.

Redrawn under the direction of Penfolds.