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Graybar revamps brand strategy, logo

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St. Louis--Graybar, an electrical, telecommunications and networking equipment distributor, Wednesday launched a new brand strategy, including a new logo.

The logo received its first major revision in 78 years. The new design reflects the company's transition from a 'pick, pack and ship' company to one of the largest U.S. providers of managed distribution and supply chain services.

The new logo includes interlocking links to represent Graybar's supply chain capabilities. "Our new brand strategy better reflects our business today," said Graybar Chairman, President and CEO Robert A. Reynolds Jr., in a statement. "We have evolved into a supply chain powerhouse offering a wide range of services that lower costs and allow customers to focus on their core businesses."

As part of its strategy, Graybar has deployed a new $90 million enterprise resource planning program with IBM, SAP and Deloitte Consulting.

--Carol Krol

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