Moose Icon Adds to Solid Branding

By George L. Nitti 

Maine is well noted for being Moose Country, with an estimated population of around 75,000. The numbers within the state rise the further north one goes.  

In Skowhegan, Me., 201 Service Towing and Auto Repair, located approximately 80 miles from the Canadian border, has capitalized on Maine’s renown, rebranding itself by including a wrap of a large moose on the side of their sleek three black, white and red flatbeds and service car. Their latest acquisition is a 2024 International MV with a Century 12 Series LCG 21 ft. steel flatbed, with identical specs as their other two flatbeds. "We've gone with the Century flatbed because Miller is always innovating and updating. Their bed is more modern, parts are easier to get, and you get great value and durability, which are all important when you are going 24/7," said Luke York, Technical Operations Manager and co-owner, along with his father Dean. Purchased from Patriot Truck Sales, according to York, the warranties on the unit are unbeatable, including the International Chassis with the Cummings engine.  201 Service, which was established in 1984, has continued to build on its branding over the years. “Obviously we thought branding ourselves with a moose was a good choice. Maine has the largest population of moose. We didn’t want to do what everyone else was doing. Slap a name on the truck,” said York.

The company initiated an online contest, where the graphic was created, and they now use it on their apparel and merchandise, which York believes is another thing that draws more customers. 

The red highlighting around the large gray and white moose, which has a tow chain looped around its neck, help set it apart from the unit’s background, making it more clearly visible, while defining it as a tow company. 

As part of their rebranding strategy, the company also dropped its city name “Skowhegan” from “201 Service.”  

“We thought having ‘Skowhegan’ in our name limited us and limited the distance people thought we were willing to travel to do tows,” said York.  

Besides moose, Maine is renown for its mountain ranges and trees, lumber a key industry in the state. 

On the front and side of their wreckers, there are gray shapes in the form of mountain ranges and on the cover of the wrapped toolbox are grayish/white trees that make-up a forest.  

Overlapping these graphics in a couple of key places – the toolbox on the side of the unit and the back of the cab – is a modern graphic spelling out “201 Service,” which pops out in red and white lettering. 

“201 is the main thoroughfare we service, which goes all the way to the Canadian border.” 

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