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First increase in towing and storage rates in nearly two decades
Delinquency rate driven by souring subprime auto loans
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American Towman Magazine Presents the Week in TowingMay 16 - May 22, 2018
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The "1" is Popping

0 c5e1bBy George L. Nitti

In designing a company logo, sometimes a slight adjustment to the lettering of the company name is all that is required to create a compelling effect to grab your attention and become easy to recognize.

At First Call Towing and Recovery in Freemont, Indiana, their branding rests upon this simple concept. By changing one letter of the company name with the numeral "1," the company achieves several key objectives.

This 2006 Peterbilt/35-ton Century unit is one of several trucks in their fleet that stands out because of a slight adjustment to its lettering.

The First Call name pops out as the eye is immediately drawn to the "1" next to the other "normal" letters.

The bright yellow lettering is set against a blue scalloped pattern. A beveled effect gives contours to the letters and promotes dimension; the black shadowed background provides additional visibility.

According to manager Nate Stuller, First Call's design was a leftover from its original owners who started the company more than 20 years ago, before it was acquired by owner Kenny Lipps.

"The company logo stands out and our customers know whose truck it is," Stuller said. "It is appealing and we have no desire of changing it."

Today, when there is so much emphasis placed on finding the perfect graphics to convey who you are, keeping in mind some simple rules of creating a strong logo will go a long way in helping a company stand out.

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Should your truck be featured here? Send a few pics and your contact information to the editor at bdooley@towman.com . You might even be selected to go in print, too, in American Towman magazine!
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