Design Clinic: New design for a truck fleet

Long-established companies are some of the more difficult clients to get to make changes in their outward appearance. You’ve heard the adage, “If it’s not broke, don’t fix it!”

Trucking companies are a breed of their own, too—not only today but in decades past as well. I can’t tell you how many trucking companies I’ve had the opportunity to work with during my career, and every one of them is unique in their own right. Often, much history is saturated into the logo, the graphics and the usage of type. It creates an individuality that makes each one special.

More times than not, I have found that tinkering with these divine elements can be challenging, to say the least. This month’s obstacle is a straightforward vehicle for a truck line that has used basic graphics for a long time. It has worked for them, no doubt. It’s easy to read, legal and plain at best.