Design & Price: Pickup truck door lettering

In every issue, SignCraft gives a few sign makers an imaginary project. We ask them to do a sketch of the sign they might have produced, and to quote a price for the job. Most of the details are left to the designer’s imagination. The object is to see how different sign makers approach the same project. Here’s the scenario these sign makers were given:

A local masonry contractor just bought a brand new pickup truck, which is painted charcoal gray. His old truck was white with fairly basic lettering on it, and he says he wants “something a little better looking on the new truck.” His budget is moderate but not tight, so this is a middle-of-the-road project. He does not have a logo.

Make a drawing of what you might have suggested to this customer and quote a price.