Design Clinic: Truck lettering

When someone pulls up to the shop in a stark white truck, looking to upgrade the image of the business he just purchased, my thought process kicks into high gear. This client knows he needs something with more impact than what the previous owner had on the doors of this pickup.

Like so many sign projects that find their way into the shop, inspiration and the observation of other business signage is important here. I’m constantly observing the graphic world around me—newspapers, magazines, signage displays and vehicles— every day. That fills a subconscious memory tank, so to speak—layers and layers of advertising designs, countless contrasts of color, shape and function at their best and worst.

I find the more visual inspirations I can pack into my memory, the more spontaneous options I can present in the short amount of time we have for our conversation. I always have a pad of paper and pencil available to rough out a concept or two when discussing the possible options with a client like this.