Design & Price: Graphics for pair of tow trucks

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

A local wrecking yard has purchased two new tow trucks, and they’re in the market for a new look. They’re spending money on other advertising around town and tell you that they want their trucks to stand out. The owner says he likes the idea of incorporating a salvage hook into the design, but he’s flexible and is willing to leave the design decisions up to you. Both vehicles are white.

This appeared in the July/August 2014 issue of SignCraft. While the prices have been adjusted for inflation as of 2025, they may not accurately reflect current pricing for such signage.

Jim Arsenault

Smokin’ Signs, Sanford, Maine

I immediately saw the letter J as a multi-task element. I drew a tow truck, but making the hook work with the copy didn’t pan out so I started over.

I would make the copy as large as possible on the sides of the truck—ignoring the seams and using the truck’s entire body as the canvas rather than limiting it to just the door panel. I didn’t lay out the phone number here because I would put it on the front fender or rear side panel, leaving the entire door panel to display the name and graphic. The colors are negotiable.

Price: My price for the two trucks, with large-as-possible copy, would be $700 each. I would use high-performance 9-year vinyl.

John Deaton

Deaton Design/TheToonFactory.com, Ages, Kentucky

Tow trucks are great to work on because most companies like flashy, eye-catching stuff. I provide custom cartoon graphics via my website, www.thetoonfactory.com, and I always look for an opportunity to sneak one of my ’toons into a layout that I think would be helped by one. A cartoon can do a lot to catch a viewer’s eye so that they catch the message.

Being that these trucks are white makes it even easier, because no color is off limits. Bright colors and dynamic lettering will make these graphics stand out and be seen. They’ll also hopefully please the customer and help his business.

I used a convex style lettering called Quadrex from LetterheadFonts.com for J&M, and Cardiak from Signfonts.com for the secondary script lettering. I used one of my tow truck ’toons and added a tow hook that I drew and vectorized. It added a little more to the layout.

Price: I’d probably use digital prints for these and charge $450 per truck for two doors, including installation. The prints would be done on premium vinyl with overlaminate so the customer will get long-term use from them. Any other lettering on other parts of the truck, like 24 Hour Service or the phone number, would be priced additionally, depending on what they wanted.

Russ Mills

Russ Mills Signs, Pineville, Kentucky

This is a typical job here at my shop as I do a lot of vehicle lettering. These trucks would be done with layered vinyl film.

When I am approached by a new customer who doesn’t have a logo, I try to sell him a design that he can use on all his advertising—not just his trucks. Usually they’ve come to my shop because they’re familiar with other signs or logo packages I’ve done for other customers, so the sale is usually pretty easy. If not, I’ll show examples of other jobs I have done and educate him on the benefits of a good advertising package.

I always take digital photos of the vehicle to be lettered so that I can show the customer exactly what an impact the design will have on their vehicle.

 

Bob Stephens

Skywatch Signs, Zephyrhills, Florida

Given the rather simple criteria, this would be an easy job to turn around. I prefer to do all my renderings on photos of the project. This really helps the client visualize exactly how their truck or sign will look in real life. The better the presentation, the easier it is to sell.

My first obvious instinct was to incorporate a tow hook into the loop of the J, as I’m sure most everyone else might have, but I decided against that. The older I get, the more I like to design a clean, crisp look and most important, legible copy and design. As the old adage goes, less is more. I like that approach.

This layout would take 30 minutes, then I would print, laminate, cut and apply. I don’t itemize every part of the price. I know what the perceived value on a job like this is worth.

I would have no problem selling this lettering job for $1000 for each truck. Total time from start to finish would be 5 to 6 hours for both trucks.

I would remind the customer when it’s done that he will make more money off of his trucks than I would for doing the lettering on it. Thanks to Mike Facemire for that little bit of wisdom!