Celtic Font Bolsters Logo
By GEORGE L. NITTI
Driving around Rockland County, N.Y., last week, I spotted Rockland Auto Repair's teal 2009 Hino 258 with a Chevron flatbed loading a car. I turned my vehicle around to get a closer look. The blue-green color captivated and sported snazzy zigzag orange designs on various spots all over the truck.
Such trucks may grab you and catch your attention momentarily, but to keep it, the company name and how it's written, in my opinion, also play an important role. So next I checked out its lettering for depth, character, creativity and perhaps something more that would tell me about this company.
As someone interested in graphics and the infinite variety of typefaces, I enjoy a good discussion on the subject. How does the font you use on your truck define who you are? Do you use a modern or classical one, western or international? Do you prefer serif or sans-serif? Script or non-script? And how does that font blend with the other lettering on your truck?
As I continued to look at Rockland's flatbed (their fleet also includes a 2001 Mack CH 7035 Century wrecker and a 2004 International with a Jerr-Dan 16-ton body), I noticed that their lettering was done in a nicely crafted Celtic font.
"My father was born in Ireland as well as my mother's parents," said owner James Needham. "I grew up in a home surrounded by Irish culture and I traveled to Ireland many times. Both of my parents still have family there."
The company branding is in sync with the owner's family ancestry. On the front of the hood, written in a small delicate script, were the names Mikey and Grace, two of the owner's children.
"Connor is our new son; his name will be added soon," Needham said.
When I figured I'd give Rockland Auto Repair a call, and seeking out the phone number on their truck, it was easy enough to read in a plain font written across the side of the flatbed.
Brag @ TIW!
Should your truck be featured here? Send a few pics and your contact information to the editor at firstname.lastname@example.org
. You might even be selected to go in print, too, in American Towman magazine!