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American Towman Magazine Presents the Week in TowingAugust 15 - August 21, 2018

Circle of Recovery

0 2c90eBy George L. Nitti

Ideally, every company or business should have a logo to help distinguish itself and its brand. However, that's not the case with various tow companies.

Many businesses simply opt for using the company name, not giving further thought to specific symbols or graphic elements that might further represent their business.

The company name is important, but so is key imagery. After all, where would Nike be without its iconic swoosh or the yellow golden arches that are unmistakably part of the McDonald's brand?

Benski Towing and Recovery in Black Eagle, Montana, upon establishing their business in 2014, set about designing a logo they believe helps represent who they are and are proud to display it.

Owner Leah Noel was in marketing before getting involved in the towing business with her husband, Joe Benski.

"We worked with a local graphic marketing company and looked online at a lot of different types of logos," she said. "Joe knew he wanted to have a tow hook and wanted it to be round. He wanted it to be easy to read. He also wanted a chain."

Toward that vision, the company designed a compelling, clean logo, found on their 2016 Freightliner M106/Century 4024 wrecker.

At the core of their logo is a simple silver tow hook, set off in black, and found dead center inside a circle. Outward from the tow hook, the color shifts from silver to red, helping it stand out while providing information about the company name and what they do. Finally, at the outer edge of the circle, a chain link seals the circle.

Their logo is found looming large on the side of the cab of their mostly white unit, which is minimally decorated except for the large company name on the unit's side and several accentuating red lines.

Like a sheriff's badge, a large logo lets others know you are in town, ready to serve and do your duty.

It doesn't need to be more complicated than that. Tow trucks stand out for many reasons. A simple design with a strong logo is one of them.

As Noel said, "Too much stuff on it defeats the purpose."

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