The Artist’s choice

Pop Art and the Crus Bourgeois du Médoc

The "Collectif 1300"

Collectif 1300 is a group of artists and graphic designers based in Bordeaux.

Their vision

The Collectif 1300 has redesigned the Crus Bourgeois du Médoc logo for the 2014 Official Selection.

For us, the Crus Bourgeois du Médoc are a guarantee of quality, associated with a specific geographical area, and a rich history.
The new logo embodies both of these concepts.
First, we based the graphics on a network of lines, reminiscent of the rows of vines that are so typical of Bordeaux’s countryside. The lines enable the unique perspectives that one finds in these landscapes to be highlighted. Furthermore, they are a signature theme in our work. In scenography they allow us to give navigational directions. In graphic design, they provide a framework to reveal new elements. It is a graphical technique that we often reinvent and adapt in many of our projects.

Second, the final style is inspired by the world of Pop Art which, like the Crus Bourgeois, has its origins in an earlier historical period. This artistic movement that appeared in the 1950s, driven by youth and a post-war desire for freedom, is illustrated by artists such as Roy Lichtenstein and Andy Warhol, the forerunners and instigators of the genre. Challenging traditions to reinstate visual themes from popular culture, with colours and graphical references taken from comic strips, advertising, and mass production, for us, Pop Art shifts the context of the Crus Bourgeois to another, graphically very striking, style. The logo combines the traditional character of wine production with references to a modern world, dominated by a popular culture. This new Pop Art style was resolutely modern when it was created, in contrast with the bourgeois, elitist vision of wine consumption ; it broadened the appeal of art, to make it accessible to everyone, like wine today.

And thus we have reinterpreted the Cru Bourgeois logo in a Pop Art style.
Radiant, the logo presents an exploding bubble, in a design that brings new energy to the Crus Bourgeois du Médoc image.
It also portrays the sun, whose bright colours suggest the blazing energy of the Pop Art period. This "sun effect", of which Osamu Tezuka, creator of the Astro Boy manga, was the precursor, is a graphic design theme in manga, linked to Japan, the land of the rising sun. It is often used to represent a hero’s spectacular power, as a kind of radiance. We have used it here with the Crus Bourgeois, to reflect the Official Selection’s influence at a national and international level.
The centre of the logo is like one of the onomatopoeic bubbles in comic books, which were widely embraced in Pop Art. Today, they have become an integral part of the language of popular culture, and are understood by everyone. Its interpretation is simple and accessible, which is why it served as an inspiration for Pop Art. Designed to give a message extra impact, we have used it here to enhance the visual effect of the 2014 Official Selection logo.




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