Corporate Logo Versions for Traco Manufacturing, Inc.
About the Design
Because the main product business has to do with flexible packaging printing, the idea was to reinforce that image. There are many logos that exist that have to do with the printing process, usually in the form or representation of something, sometimes literal, that reminds the viewer of that process. This almost always includes the use of the colors cyan, magenta, yellow, and black, since those are the colors of the ink used on printing presses.
Since many of these printing "symbols" have become overused, I didn't want the logo to be just another iteration of the same. I decided to look at the flexographic printing process itself as the inspiration for the design. Many may not know this, but the process involves printing on clear or opaque plastic film, and the film wraps around rollers in different locations as it is printed, often forming shapes if you were to look at the press from the side. I took a slight variation of CMYK colors and created the shapes that suggest the rollers and flexographic process. To become more than a simple CMYK representation (you get all other colors from these basic colors), I overlapped them to show the complex colors that result from blending CMYK in the printing process. Then I took the newly created symbol and paired it with a modern, clean typeface, Gill Sans, with just the word 'Traco' that represented the corporate manufacturing business. It resulted in a fresh, new look for the company that I later applied to the corporate identity and then the packaging part of the business, Traco Packaging.
Traco Manufacturing, Inc.
Brand Identity Redesign
Founded in 1985, Traco Manufacturing, Inc. quickly became a leading U.S. manufacturer and importer of packaging equipment and shrink film products. For over 35 years, the company has supplied a wide range of packaging solutions, including flexographic and digitally printed shrink sleeve labels, pressure-sensitive labels, and packaging equipment and supplies. Today, Traco operates under two brand names: Traco Packaging for national accounts and Packaging Utah for its regional presence in the state of Utah.
Challenge:
Traco had been using the same logo since the company’s inception. With branding that hadn't evolved since the 1980s, their visual identity no longer reflected the scale or professionalism of the business. The leadership recognized the need to modernize the brand and better align it with contemporary standards—and I was brought on to lead the effort.
Solution:
I was tasked with conceptualizing and designing a new logo and brand identity that would bring Traco into the 21st century while preserving the integrity and trust they had built over decades. The goal was to create a clean, modern mark that would resonate with both long-standing customers and new audiences, and work effectively across digital, print, and packaging applications.
Results:
The company's CEO was deeply enthusiastic about the transformation, and the response from both internal stakeholders and clients was overwhelmingly positive. Since launching the new brand identity, Traco has experienced steady sales growth, supported by an integrated marketing effort that included social media and other digital outreach.
In the second year following the rebrand, the company exceeded its revenue goals, with shipping figures surpassing $32 million—$6 million more than the goal of $26 million—a testament to the power of updated visual branding paired with strategic promotion.
Brand Identity Redesign
Founded in 1985, Traco Manufacturing, Inc. quickly became a leading U.S. manufacturer and importer of packaging equipment and shrink film products. For over 35 years, the company has supplied a wide range of packaging solutions, including flexographic and digitally printed shrink sleeve labels, pressure-sensitive labels, and packaging equipment and supplies. Today, Traco operates under two brand names: Traco Packaging for national accounts and Packaging Utah for its regional presence in the state of Utah.
Challenge:
Traco had been using the same logo since the company’s inception. With branding that hadn't evolved since the 1980s, their visual identity no longer reflected the scale or professionalism of the business. The leadership recognized the need to modernize the brand and better align it with contemporary standards—and I was brought on to lead the effort.
Solution:
I was tasked with conceptualizing and designing a new logo and brand identity that would bring Traco into the 21st century while preserving the integrity and trust they had built over decades. The goal was to create a clean, modern mark that would resonate with both long-standing customers and new audiences, and work effectively across digital, print, and packaging applications.
Results:
The company's CEO was deeply enthusiastic about the transformation, and the response from both internal stakeholders and clients was overwhelmingly positive. Since launching the new brand identity, Traco has experienced steady sales growth, supported by an integrated marketing effort that included social media and other digital outreach.
In the second year following the rebrand, the company exceeded its revenue goals, with shipping figures surpassing $32 million—$6 million more than the goal of $26 million—a testament to the power of updated visual branding paired with strategic promotion.