A Family Tradition, Reimagined in Vinyl

Falzone Towing Service Inc., based in Wilkes-Barre, Pennsylvania, uses red, white, orange, and black graphics as a visual connection to their family business, which has been around since 1945. This evolution is especially noticeable on the company’s equipment, such as their 2022 Peterbilt 567, which features a Century 1075—a 75-ton, five-axle rotator.

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Its white Peterbilt cab flows into a red-and-white recovery body accented with sweeping orange and black striping. The Falzone name is prominently displayed in dimensional lettering, while the same colors and design elements carry across the boom, body and recovery equipment. Even the massive yellow underlift becomes part of the visual presentation, with FALZONE spelled vertically across its rear. 

According to Mike Falzone, the company's graphics trace directly to the business's beginnings.  

"When the business was started in 1945, it was a red stripe," Falzone explained. "It was just a white vehicle with a red stripe down it, with old-style cursive lettering. As time went on, we adjusted our lettering to a more colorful airbrush. Then we spruced up the design, and we added different colors, utilizing our orange and black features that were in the lettering." 

Then came another major transition: vinyl wraps as Falzone's turned to a local company, Scribbles and Drips, to establish a modern wrap design. 

"We shared with them our designs, and they helped us transition once again into something that would be utilized in the vinyl wraps to make our trucks continually represent what we always have," Falzone said. "With the red and white, with some other colors that just make us stand out when you see the truck, no matter how far away it is." 

Today, Scribbles and Drips is involved in other aspects of Falzone's visual identity, including graphics inside the company's facilities and promotional materials. "They do boards for us in our buildings. They do stuff for advertisements for us. We rely on them heavily for all different aspects of our business," Falzone said. 

More Than a Towing Company 

That broader application reflects how much Falzone's operation has grown since its origins as a small automotive service business.

"My grandfather was" the founder, Falzone said. His father and uncle later took over the business and expanded the towing operation. "Originally it wasn't even a towing company," he explained. "It was a garage, a gas station with a couple bays to repair cars." 

As the second generation became involved, towing became a larger part of the operation, eventually growing into a multifaceted company. 

Today, Falzone's has approximately 97 employees and about 150 units on the road, including approximately 65 to 70 power units. In addition to towing, the company operates an in-shop truck repair operation, a motor repair center and a performance center. 

"We are more than just a towing company," Falzone said. "All these different areas, there's some type of vinyl wrap on a wall or on a board that would be on a wall with a collage of stuff on what we're doing." 

The colors remain consistent. 

"Every aspect of it has that red, that orange, black, with the white border," he said. 

The graphics may have changed dramatically since that first white vehicle with a simple red stripe rolled out in 1945, but the main idea has remained consistent: make the Falzone name recognizable and make the truck unmistakably Falzone's.