Graybar Launches New Brand Strategy

Graybar, Electric Co., St. Louis, unveiled a new brand strategy that reflects an increased focus company-wide on supply chain logistics and service solutions for its customers across the United States.

The announcement also included the unveiling of a new Graybar brand mark — its first major revision in 78 years — to reflect its successful transition from a ‘pick, pack and ship’ company to one of America’s largest providers of managed distribution and supply chain services. The new brand initiative emphasizes Graybar’s intent to work to its customers’ advantage by providing efficient, cost-effective service and solutions that go beyond just delivering products.

“Our new brand mark includes two small interlocking links as part of the design, clearly reflecting our vital role in the supply chain and our unique ability to build relationships that work for customers, suppliers and employees,” said Richard Offenbacher, senior vice president, Comm/Data Business.

“We have retained the strong font and the ‘Graybar blue’ to reflect our heritage. The new brand mark now provides a visual identity that better explains our complete value proposition.”