The California Wine Institute (CWI) faced the challenge of integrating the disparate branding in its key export-targeted countries, so as to create a single logo that integrated the various images of California in those countries. This was achieved by undertaking a survey of various restaurateurs in those countries and their perceptions of California wine. The results were then used to select a logo that presented an image CWI aspired to reach in future marketing efforts and suggest improvements that would optimize the logos functionality once in market. The information collected in the logo research also allowed the CWI to present a well documented market position to its staff and move forward with the rollout across the UK and Europe.