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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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You Can Trust This 'Beast'

0 1c938By George L. Nitti

Although a good logo speaks to us on a number of levels, one of its primary purposes is to serve as an easily identified symbol, providing the signature that helps brand a company in our minds.

For the last 22 years, Mace Heavy Duty Recovery of Memphis, Tennessee, has been using the strength of its logo to brand its trucks.

One of their latest acquisitions, a 2017 Kenworth T880/NRC 50/65 Sliding Rotator, epitomizes this with a logo that stands out.

At the heart of the logo is the large "M" on the unit's side doors.

According to owner Mark Mace, who came up with the design early in the company's inception, the prominent M was pretty much a no-brainer to stand for the Mace name.

Above the letter sits a red likeness of the United States.

"We go all over the country," Mace said. "We wanted an image to help capture that fact and I couldn't think of anything better. A few years back we sent 11 trucks to Hurricane Sandy in New Jersey. ... We (also) haul emergency power for generator companies."

Next to the symbol of the United States are little white runners that add balance and emphasis to the company's purpose to go anywhere.

Along the outside edges is a red oval.

"The oval shape was based on a NASCAR theme," Mace said. "They've got a similar shape, which we borrowed."

The logo is restated in larger lettering on the side of the unit, except this time it spells out the entire company name.

Also written on the side of the 'tator are the names of three states: Mississippi, Arkansas and Tennessee.

"In Memphis, I'm within 10 miles of Mississippi and Arkansas," Mace said.

The unit's background, like most of Mace's trucks, is done in a paint called Galaxy Blue, and blends all of the elements that comprise the red, white and gray logo colors.

The rotator is called "the Beast," which is written across the top of the windshield.

With great branding, this "beast" of a rotator powers along the American roads, making Mace Heavy Duty Recovery a trusted name in the recovery genre.

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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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