Bright, Uplifting Design

By George L. Nitti 

At TowXpo San Antonio, in the 2021 USA Wrecker Pageant, several units vied for Best in Working Class, the winner Commercial Towing Services of Buda, Texas. Tow owner Jonathan Cleaver said, “We were shocked to have won. There were many beautiful trucks.” 

Winning though wasn’t accidental, as several factors came into play to sway judges’ opinions. One factor is cleanliness and how well the truck is groomed. Cleaver said, “We pulled it about a week ahead of time and did a lot of work prepping it.” 

With 54,000 miles, their 2020 Kenworth W990 Century 1150 rotator with 5 winches and a kneeboom (a new style underlift) still looks brand new. Cleaver acknowledges there was some anxiety about its steep cost when he purchased it, but that the investment has paid off. 

He said, “Either we purchased it or our local competitors would have moved in and performed these big jobs.” 

In addition to babying the rotator by keeping it spotless, the company did a make-over of their graphics, leaving it up to the creative freedom of The Print Shop/Wrap Genius of Georgetown, Texas to provide that “Wow” factor that Cleaver knew was essential. 

“We realized we needed something that popped. Prior, our logo and graphics were simple that included only riveted sheet metal with text,” he said. “The Print Shop proposed making changes. Now we get compliments on the truck every day.” 

One “Wow” factor is the bright, cheery yellow striping that emanates upward on the unit’s front side, as if the sun were rising, casting its rays in all directions. The yellow clearly brightens and turns heads and is further accented on the rear and side outriggers along with other key spots. 

Adding juxtaposition next to the vibrant yellow are the more grounded gray and black features that include striping and lettering. This contrast is clearly visible in the company’s name, written large on the side of the rotator, the word “Towing” popping out in creative yellow lettering while “Commercial” is written in a more straightforward black lettering. 

Completing this uplifting design is a hook with dollar symbols inside. Yes, nothing like the sound of “Ka-Ching” when the call comes to move that rotator’s potential from the garage to the bank. 

Brag @ TIW!  

Should your truck be featured here? Send a few pics and your contact information to the editor at georgenitti@gmail.com. You might even be selected to go in print, too, in American Towman magazine!