The new logo is on one line, as opposed to the main logo, which consists of three stacked lines. It bears much similarity to the company's main logo, but with tweaks designed to make it readable at smaller sizes and to make it fit on the company's products.
"We're excited to launch our smaller logo today," a spokesperson for the company said. "We are in the process of building a great brand that creates high quality but affordable wine accessories, and this smaller logo reflects that in the same way our main logo does."
As in the company's main logo, the first leg of the M in "Mimi's" descends to twist into a stylized wine bottle, including a visual representation of a corkscrew in the neck of the bottle. Also like the main logo, the ampersand is merged with a glass of wine, meaning that the company's mission is well-represented, despite the words "wine accessories" not being included, the spokesperson said.
"When we thought of ways to shrink the logo, we worked to find ways to leave off words but still get our core mission and values across," the spokesperson said. "By including the wine bottle, corkscrew and wine glass, we were able to capture Mimi's & Fifi's Wine Accessories' goal and reason for existing and still save space."
The smaller logo also removes the gradient that the mail logo has, another concession to the small space and the fact it will often be displayed in one color. But, the spokesperson said, even at a small size, the logo remains legible and has a strong impact.
"One of the key parts of the logo is that it bears the names of our founders, who are both wine lovers," the spokesperson said. "That theme is carried through all of our messaging, because without their love of wine and dedication to creating innovative products, the company wouldn't exist."
Mimi's & Fifi's Wine Accessories is a manufacturer and online retailer of luxury wine accessories, such as wine aerator decanters, wine bottle openers and corkscrews, wine racks, wine glasses, and more (https://www.mimisfifis.com)
