Joseph Kosuth, a prominent figure in Conceptual Art, challenges traditional art norms by questioning definitions and methods. His focus on language delves into cultural complexities visually, asserting that art is a tautology representing the artist’s wishes. Emphasizing the ideational dimension, he utilizes linguistic devices like quotations and contradictions. Kosuth’s project on Ornellaia 2020 “La Proporzione”, the 15th edition of Vendemmia d’Artista, explores the word “vino” across Indo-European languages, revealing unity in linguistic transformations. This exploration, juxtaposed with a Vitruvius quote, completes the grammatical circle of proportion. The concepts unfold in a project evolving from a 750 ml label to larger formats.