Graco Inc.

Brand Identity Guidelines

Multimedia

Scope

As the Graco logo is utilized for branding purposes in multimedia projects it is necessary to ensure a consistent use. In a video or animation, logo positioning and effects are dynamic throughout a presentation. The ability to move within, and be affected by, a simulated 3D environment opens new opportunities for designers. The goal of this guideline is to assure the integrity of Graco’s brand within a dynamic media.

Limitations

Graco’s already established Brand Identity Guideline is to be referenced and used for all multimedia projects. The guideline’s pre-existing sections such as Logo Use, Logo Misuse, Color Palette, and Typography are all relevant to creating multimedia.

Graco Logo as Branding

Always use a two-dimensional Graco logo, for branding purposes, in videos and animations. Projects requiring movement, scaling or other transformations need to adhere to the following guidelines:

  1. Place logo over contrasting background to ensure visibility with no use of a drop shadow.
  2. Use movement as a tool to advance the story while not becoming a distraction.
  3. The Graco logo is to be shown, horizontally centered in the negative space, at the beginning or ending of each multimedia piece.
  4. When shown during a video or animation, the logo is to reside within the title safe area of a corner.
  5. Graco’s logo is to have visual consistency with Graco’s Brand Identity Guideline.

Graco Logo as an Object

The default representation of the Graco logo is always the two dimensional standard. This is to be consistent in all cases unless a third dimension is implicitly required for a scene. Two types of situations exist where the use of 3D is preferred. The first is to simulate a real-world environment. For instance, an animation with a building that displays three-dimensional signs out front. The second representation depicts an abstract concept such as a logo encircling the globe. These uses do not fall within the guidelines of a branding strategy. They are most common as introductions, transitions, or incidental details within a multimedia piece.

3D Considerations

  1. Depth and Bevel: When adding depth or bevels to the Graco logo, consider the angles from which it will be viewed. The degree of thickness or beveling should be minimal. Use only enough to help portray the logo as a real object. Do not distort the shape or detract from the overall integrity of the logo design.
  2. Color: The base color of the Graco logo is to be dictated by the Brand Identity Guideline. However, the nature of 3D illustration causes issues in duplicating an exact color match. Lighting and shadow react to the three-dimensional surface causing the color of an object or scene to fluctuate as they would in a real world environment. The designer should take care to replicate the Graco colors accurately.
  3. Partial Assembly: The intent of every animation or video is to portray the Graco brand as a solid, lasting, and durable symbol. Transformations and effects should be selected to reflect these qualities. Assembling the logo with various objects or effects can portray a powerful building up. The resulting image is that of a strong corporate brand. However, effects such as explosions, melting, or pulling apart the logo, can be interpreted as showing the brand in a vulnerable state and are not to be used.