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Seven of the industry’s finest to be inducted to Hall, October 12
Herring Motor Company keeps classic line alive
Recovery management and technology services now one
Delivers Class 6 capability in a Class 5 Super Duty package
Recovery “dance” lifts overturned truck
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American Towman Magazine Presents the Week in TowingMay 22 - May 28, 2019
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Charlie Brown to the Rescue

0 7b718By George L. Nitti

Charlie Brown, the endearing Charles Schultz character from the comic strip "Peanuts," is an iconic symbol recognized throughout the world.

At Charley's Crane Service in Landover, Maryland, the character is one of the mainstays in building their brand recognition.

"I've always loved Charlie Brown," owner Tom Showalter said. "He's everything everyone looks for in the world: kindness. As a company we treat our employees like one big family; we care. Charlie Brown helps us represent that."

At the American Towman Wrecker Pageant in Baltimore last month, Charley's 2017 Peterbilt/Century 50-ton rotator was on display, with the image of Charlie Brown on the side of the unit.

In a cartoon bubble next to the character are the words, "How many lanes do you want?"

Showalter said, "When there is a big recovery, we want to be proactive. We want to get traffic moving and casualties out of the way. We use that expression with the police."

Adding to their brand recognition is another key image: the Maryland flag wrapped around its sides. It consists of a nuanced pattern of black and gold checkers with red and white heraldry.

"It's a partial wrap," Showalter said. "We wanted it to appear as if the flag is going through the truck."

For those who are born and raised in Maryland, the flag projects an image of what manager Kevin Herbert said is the greatest state.

The gold and red logo stands out on the doors, the boom and a few other areas.

"We've kept the logo of the company the same since I bought the company 15 years ago," said Showalter. "If you look closely at it, the design is in the shape of a badge, which I call a 'Badge of Honor.' "

The unit's driver is Chip Sanner, who was named a Top 10 WreckMaster for 2018.

The company name has remained the same since the inception of the company more than 60 years ago.

"Back in the day, towing companies were often referred to as crane companies," Showalter said.

"The police still call us requesting 'a crane' to do a recovery," Herbert said.

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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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