Graco Naming Architecture

From Naming Chaos to Global Clarity

After a major reshuffling of names, Graco was able to clear the clutter and move forward with a more intuitive, concise product line.

  • the "Graco" logo with a large black and blue "G" on the side of a building

The Need

A global naming architecture.

The Name

With NameStormers’ help, Graco was able to determine which names needed to be consolidated, re-named, and retired across their global markets, resulting in a comprehensive, global naming strategy.

The Result

NameStormers conducted a series of in-person and telephone interviews with key Graco personnel for six months concerning the current naming structure, its challenges, and possible solutions. In addition, each of the three major geographic regions provided detailed information concerning their current nomenclature.

Want to know more about a Naming System?

If you are swimming in a sea of names that have evolved independently over time, you may have customer and internal confusion. Here’s how names can be connected.

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