Trademark Logo

As a result of the strong implantation of the sector of the wine in the history, the culture and in the economic life of Bullas, and of the essential role played by the oenological tourism, we noticed the necessity to create a suitable and professional image that links, to the effects of promotion and commercialization, Bullas to the wine. This need was concreted in the local actions carried out in the framework of the VINEST Project between 1998 and 2002.

VINEST has represented not only the union of efforts of six partners from different areas from Europe in order to contribute to the improvement of the wine sector in each one of them, but also, in the case of Bullas, has acted as a catalytic and impelling element for initiatives, counting at any moment on the collaboration and participation of the different local partners.

As a result of that important work at the transnational and local level, in December 2004 the VINEST Association, International Network was constituted, which promotes the interaction of small producing European wine areas to protect and to heighten the variety and individuality of its wines, territories and cultures. There, apart from the municipality of Bullas, which holds the Vice-presidency, and the Regulating Council of the Origin Certificate 'Bullas', other regions from Spain, Austria, Germany, Slovenia, Hungary and Italy are also present. Currently this Network is managing the project VINUM EST, within the Interreg III C East Initiative.

Concerning the issue of the image of Bullas, some aspects and values were taken into account as a departure point and gathered in a handbook on 'Basic Lines for the Development of the Communication' elaborated within VINEST. They took shape in concepts like: cooperation; protection; variety; authenticity; joy or creativity. A corporative image gathering those values could be adequate to divulge and to transmit, in a direct way, the local reality concerning promotion and commercialization, obtaining, in addition, a constant and definitive identification of Bullas with the wine.

In order to obtain that trademark image that could be able to represent our town, a brainstorming was organized, managed by a specialized company, with a nourished group of people from the locality, who represented the Regulating Council of the Q.C.; wine cooperatives; wine cellars; agrarian organizations, as well as different institutions and associations related to the wine production and the tourism, with the purpose of defining the criteria that would take to the obtaining of a suitable trademark.

Among the criteria taken into account we can find those purely technical: that is, being easy to pronounce, easy to remember and easy to recognize, while others were related to the contents; identification with Bullas, connotations of nature, authenticity, tranquillity... and, finally, its visualization should be attractive and displaying a very brief and direct text.

Thus we obtained an image and a trademark that are quickly identified with the wine, and that gather the essence of the work carried out within the Vinest Project, giving it thus a sense of continuity.

This cluster of grapefruit, designed with fresh outlines, transmits an idea of innovation and modernity in accordance with the work that is being carried out by the local companies to improve their production systems, and to introduce the latest technological advances, which has come to result in a growing quality and prestige for our wines. But we should not forget the fact that making good wines without paying attention to other cultural, social and environmental resources of the territory may constitute a competitive disadvantage.

Thus, we also needed a 'surname' for Bullas, which gathered all the criteria that we intended to remark concerning our town and its area of production. The result could not be more definite and direct than 'Natural Wine Cellar', two words that they clearly define what Bullas is. The term 'Wine Cellar' transmits connotations linked to tradition, culture, wine, quality, the value of the land…, whereas 'Natural' alludes to aspects relative to nature, authenticity, landscape, etc.

This trademark logo, displayed in every element used for the tourist promotion campaigns (posters, brochures, website, Wine Museum and Wine Route, etc.), must contribute to reinforce the cultural identity of Bullas, as well as to the diffusion of a unique culture that has become a tool for both the promotion and the social and economic development of a territory.

The trademark can also help to achieve a correct structuring of the tourist product 'Wine Route in Bullas', as well as to a better positioning in the market, as something essential to ensure the continuity of the current quality levels of our services. It also constitutes a passport for the improvement and consolidation of a sector that yet today occupies an important parcel in the local and regional economy.

On the other hand, another important aspect to consider in order to be able to achieve good results is that of ensuring a correct application of the trademark, both in the supports employed and when used by other institutions or organizations. In this sense, in the framework of the VINUM EST Project, a Handbook is being elaborated, where all the elements necessary for its correct application are collected, since a suitable management of the trademark of a territory and the communication of a positive image will bring an extra that will harness the image of its products and services. This way, as many specialists on territorial marketing have stated, the territory becomes the main protagonist of the process.

Finally we must make reference to the fact that if we have been successful in the election of this trademark logo it has been surely due to a process in which the society of Bullas got also involved, having reached therefore a high degree of consensus, which has logically resulted in the assumption of the trademark. Possibly, this has been the first and main step taken within this process of territorial marketing initiated in our local context, having created a 'unified subject of communication' that synthesizes the idea we wish to transmit about our territory.

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Ayuntamiento de Bullas - Pza. de España, 2 - 30180-Bullas-Murcia - Tel. +34 968 652 031 - ayuntamiento@bullas.es