Western Modern

By George L. Nitti

In describing the killer logo found on his 2018 Kenworth T880 with a 1075 S Century Rotator, owner Nik Morgan says it projects the image of grit, iron, toughness, and bad to the bone.

Morgan, who owns Morgan’s Towing & Recovery, the largest tow company in Oklahoma, and starred in the realty T.V. show "Hustle and Tow, projects a similar image, where he is seen doing extreme recoveries with his 75 ton rotator.

The logo puts the Morgan name front and center, in a western styled font. Morgan said, “Afterall, we are in Oklahoma and we tow in the plains and the valleys through the countryside.” Contrasting the western flavor, however, is a modern scripted font, giving contrast between country and modern sensibilities.

Behind the white lettering of each of the fonts that are accentuated by shadows of red and black, is a diamond shaped design in a washed out black and white graphic with several stars and stripes. That shape is contained partially in a diamond plated frame as the crisp lettering extends over the diamond and onto the red background of the truck where modern black and white stripes give it further identification.

Morgan said, “I wanted to do something modern and contemporary with 80’s styled pinstriping. Something smooth.”

Those modern stripes can also be found on the side of the unit, extending across its large rotator real estate, with the Morgan logo and brand clearly standing out.

Morgan said, “I didn’t want a busy truck. Or a loud one. I wanted something calm to contrast with our name, so that would stand out.”

The red, white and black rotator, with a Western Modern flavor, is also enhanced by the yellow outriggers that stand out against those colors.

“Oklahoma’s Largest” pops in white lettering on the front sides of the truck. When asked about how he keeps up with such a large business, Morgan said, “It has a sleeper for a reason. It’s a dog house.”

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