In Italy wines are classified according to a system composed by four main levels. The first two – the most important – are called DOC (“Denominazione di origine controllata”, that is “Controlled designation of origin”) and DOCG (“Denominazione di origine controllata e garantita”, that is “Controlled and guaranteed designation of origin”); the latter is the highest designation in the Italian system. Both DOCs and DOCGs are regulated by a “disciplinare”, i.e. a procedural guideline, and are supervised by consortia, which are association made by producers of that designation. Consortia are thus important subjects and they do not represent single wine companies, but the whole designation. While companies are committed in the creation and management of their own brands, consortia must defend and promote the identity of a wine designation (Barolo, Brunello…). To do this, they have to describe the wine features, but also to tell a story about the wine itself and its terroir. A central aspect of the construction of these collective subjects is their visual identity, whose central item is the logo. The aim of the talk I am proposing is to illustrate a systematic analysis of the visual identity of Italian DOCG logos. My corpus will be composed by the DOCGs of some Italian regions (the most important in wine production). Each logo will be studied for its figurative and plastic meaning, trying to understand its origins and the connections with its features and its terroir. In addition, for each logo a data card will be compiled; the card includes items about logo visual features: colors, shapes, figurative subjects… The aim of this activity is to have a set of data large enough to elaborate some basic quantitative statistics to support hypotheses produced in the qualitative part of this research. A special focus will be devoted to possible correlations between wine enological features and logo visual ones.