Graco Inc.

The Graco Brand

What is a brand? Is it a logo? A name or a slogan? A graphic design or a color scheme?

Simply put, our brand is our promise to our customer. It tells them what they can expect from our products and services, and it differentiates our offering from our competitors’. It’s our corporate identity – what we stand for and the personality we convey.

Graco’s brand represents:

  • Experience
  • Innovation
  • Partnership
  • Quality

These brand attributes make up the powerful foundation of our business strategy: to be the world’s leading supplier of fluid management products and packages in the markets we target.

Our brand strategy is how, what, where, when and to whom we plan on communicating and delivering on our brand messages. Where we advertise is part of our brand strategy. Our distribution channels are also part of our brand strategy. And what we communicate visually and verbally are part of our brand strategy, too.

Graco's brand identity standards have been developed to ensure a consistent and coherent look, feel and message across all marketing initiatives globally, and they include basic tools for implementing the Graco brand identity. From the simplicity and power of our blue and black logo, to correct usage of typography and imagery, every Graco employee, distributor and supplier partner should understand and consistently apply the Graco standards.

graco logo

If you have questions regarding Graco brand specifications, logo usage or policies, email Graco's Branding Board.