Graco Inc.

Brand Identity Guidelines

Frequently Asked Questions

  1. Why did we change the color of the Graco logo from red and black to blue and black? How were the colors chosen?
    The Graco logo was changed to the blue and black as an important final step in implementing a consistent brand image throughout Graco. Over the years Graco has used many colors for its products and marketing communication materials. The color blue, along with black and silver, were chosen to be the Graco brand color platform because blue was the one color, that had the broadest use and therefore recognition in the market. Blue symbolizes intelligence, stability and confidence — all traits that describe Graco.
  2. How will the change be communicated with various internal and external audiences, especially on a global level? Is there any concern the non-English speaking countries will think that we're a totally different company now, i.e., that they're not getting a genuine Graco product?
    The information has been communicated to Graco's Regional and Divisional Marketing and Communication teams. General brand guidelines will be distributed to all Graco employees and distribution around the world. More specialized brand specifications will be provided to communication department personnel worldwide in the months ahead.
  3. Will the new logos be available to our distributors? What about for employees?
    New logo art files and general brand specifications are available to employees via the Graco Village and SIS, and to distributors via GEDI at graco.com and CIS at graco.be. You may also contact your divisional Communication team lead for assistance.
  4. What's the timeline to transition letterhead, marketing materials and product using the old logo?
    The goal is to transition the majority of this change through the end of 2007. During these next several months, please continue to use up existing inventory of business cards, stationery, pre-printed business forms, product labels, packaging, etc. through the end of 2007. As these items come up for reorder fulfillment, then place the order with the new brand artwork. Some items may have in-stock quantities that will last well into next year, or even longer. If you have old branded items with a current inventory forecasted to last beyond March 2008, contact your divisional Communication team lead to discuss a transition plan.

    General guidelines for scrapping old brand inventory — Scrap and order new if:
    Old brand inventory quantity is in excess of being used up by the end of 1st quarter 2008. Seek supervisor's approval if the scrap value is in excess of $250 or 5% of your annual budget for that item, whichever value is higher.
  5. What are the guidelines to distributors regarding their changing of Graco literature, line cards, and facility signs to the new colors?
    Please use up existing literature, line cards and business forms. Distributors should not dispose of this material simply for the sake of changing the logo — material with the red and black logo is to be used up before replenishing with the blue and black. Changing building signs at distributor locations will take longer. We expect this to transition over several years, based on the routine maintenance cycle of such signs.
  6. What are the costs associated with this change?
    Graco is managing this change to minimize costs. The transition time is scheduled to allow the use of the majority of old brand materials and guidelines given for managing the cost of scrapping those few items that cannot be transitioned in an acceptable timeframe.
  7. When will merchandise with the new logo be available through Graco's online store?
    We will sell existing inventory and add the new logo to items as they are replenished.
  8. How can we keep the blue color consistent across all materials and substrates — print materials, equipment plastics and metal, promotional specialties, the web — all on a global basis?
    Color swatches are being printed (form #339062A) and will be provided to all Regional and Divisional Purchasing and Communication departments.
    • Whenever a Purchase Order is placed for a "branded" item that includes the Graco blue or yellow, a color swatch must be included with that order and the supplier must validate a color match.
    • The Graco person placing the order is responsible for previewing a sample of the ordered part to ensure that the color(s) match the Graco color swatch.
    • It is mandatory that the first-run of a new item, new material or orders with a new supplier be previewed and approved by a Communication team member as well.