The Week's Features
Following leading brands can positively impact bottom line
The industry lacks written laws that say so
More than 60 tow trucks take part in 66-mile memorial
Company will have three units on display at Expo
Sliding rotator and a 35-ton wrecker will be in Expo booth
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Dec. 4-7, 2019


American Towman Magazine Presents the Week in Towing December 11 - December 17, 2019

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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After a long day, what’s your favorite way to wind down?
Throw back a couple of “shots”
Watch TV, music, do social media, read
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Video games
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Editor: Charles Duke
Managing Editor: Brendan Dooley
Media Director: William Burwell
ATTV Editor & Anchor: Emily Oz
Advertising Sales (800-732-3869):
Dennie Ortiz x213, Ellen Rosengart x203,
William Burwell x208, Peggy Calabrese x202
Content Management: Henri Calitri
Site Progr., Graphics & Video: Ryan Oser
ATTV Technical Production: OMG National
Wrecks + Recovery Editor: Jim "Buck" Sorrenti
Operations Editor: Randall C. Resch
Tow Business Editor: Brian J. Riker
Tow Illustrated Editor: George L. Nitti
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December 11 - December 17, 2019
Family and co-workers are mourning the loss of Zach Johnson, 24, who was killed on the job early Monday. Image- nbcdfw.com.


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Don't Miss It!
The American Towman Academy will feature seven conferences totaling 29 seminars during the American Towman Exposition in Atlantic City, New Jersey, at the Atlantic City Convention Center. Conferences on: Towing & Recovery; Business Operations; Building Revenue; Insurance; Repossession; Safety; and Police Towing will be featured. See the complete lineup of seminars at atexposition.com.

atexposition.com
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December 11 - December 17, 2019
More than 60 Maryland tow trucks and service vehicles honor fallen towman David Alvarez in a 66-mile memorial drive on Nov. 23. Image - Jim & Vicki Beatley, Past and Present Towing, Laurel, Maryland.
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American Towman Exposition Gallery
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Rate how they handled this recovery
Great job on a challenging recovery.
Hit all the basics on this one. Thumbs up.
Creative approach on this recovery. Good job.
I would approach this recovery differently.
Vehicle(s) could be rigged more efficiently.
More trucks were needed.
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December 11 - December 17, 2019
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NORTHERN - Sturgeon Bay, WI
$85
(pop. 9,144)

SOUTHERN - Flowood, MS
$125
(pop. 7,823)

EASTERN - Burlington, NJ
$90
(pop. 9,920)

WESTERN - Orland, CA
$225
(pop. 7,291)

Light-Duty nonconsensual tow rates as provided by Police Towers of America.
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December 11 - December 17, 2019
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December 11 - December 17, 2019
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December 11 - December 17, 2019
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December 11 - December 17, 2019
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December 11 - December 17, 2019
Tim Russi, former Ally Financial president of auto finance, joins repossession management firm Resolvion.
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