Climbing Higher, Powered by Family

By George L. Nitti A good logo and slogan are critical parts of the mix of elements that comprise company graphics and promote customer interest and loyalty. In Southern Florida, where Alpine Towing resides with seven locations, one might wonder why a company would embrace a name suggesting the mountains, when they tow mainly on the Florida plain. 

However, Larry J. Saravia, owner of Alpine Towing Inc, whose fleet has exceeded 60 trucks, attributes his mountain logo to company success, a symbol for what he saw himself becoming as a tow boss.  

Saravia recounts first starting out in the business, stating, “When we started out, those were the years of the yellow pages. We wanted our company to be found under the letter A. I struggled coming up with something and just as I was about to quit, Alpine popped into my head. The designer told me ‘Alpine means one of the tallest mountains.’ I said ‘That’s great man. Cause that’s what I want to be. Big!” 

Over the years, staying consistent with that image, Alpine has continued to showcase its logo on their sharp looking tow trucks. 

“When people see the mountains, they know it’s Alpine,” said Saravia. 

The huge fleet included a recent line of new 2023 Hino 21 foot with Jerr Dan rollbacks that were wrapped by Razor Wrap Designs of Fredericksburg, Virginia, drawing on the skills of artist Mark Long, who has done numerous designs for the towing industry. 

Saravia said, “I take my trucks from Miami to Virginia to get them wrapped. They do a phenomenal job from the material they use, to the way they wrap and the extra things they do without us asking. They do things and don’t tell you this is going to be extra. They just do it.” 

Also found on the trucks are green swirling stripes against a black background. The combined imagery causes people to turn their heads, stare at the truck and take pictures of it, according to Saravia.  

Also important for Saravia is that his tow operators have trucks they are proud to drive. 

“I know what a driver needs and what a driver wants and I know how a driver feels.” 

At the same time, his drivers are expected to keep their units clean and carry a shirt inside the truck to wipe down the insides. 

Also critical to this company’s fortune is their catchy slogan - “Powered by Family.” 

Saravia said, “I followed in my grandfather’s footsteps, who had a lot of businesses. He had a lot of integrity and taught me to be transparent with customers and to give 100%, no matter the size. I’m a second generation tower and my son will be 3rd generation. If you are our customer, we treat you like family.