Sherman Taylor long dreamed of running his own business. So when he lost his job as a cement truck driver, he decided to shift gears and pursue his passion. Driven to help people, Taylor became a tow truck driver, and in February 2018, he launched Taylor Towing in Las Vegas, Nevada.
His wife, Altrease, encouraged him to invest in a logo and website to ensure his new business looked reputable. “We did research on other towing companies,” she said. “It looked much better when you saw the logo of the company on a truck versus some random truck that just showed up.”
The Taylors enlisted Deluxe to build their brand.
Inspiration for the company’s logo
As the manager of the new business, Altrease handled the marketing. She provided the Deluxe logo design team with a number of ideas and hoped they could incorporate as many as possible. She liked the logos of companies like Texaco, Mopar and Snap-on, but she wanted the Taylor name to be prominent. Other suggestions included a race car theme and the colors red and black.
“I wasn’t sure they could put down on paper what I had in my head,” Altrease said. “But they took everything I told them, the colors, the schemes and the different logos I liked, and gave me several options to choose from. I don’t know how they did it, but they did it.”
For the Taylor towing design, the Deluxe design team focused on speed, power and precision — all attributes of a reputable towing service.
“Speed is absolutely necessary when someone needs a towing service,” said Cono Fusco, Creative Director for Logo Development at Deluxe. “The checkered flag and bolt of lightning accentuate that aspect. The lightning hits the name right on the letter ‘O,’ symbolizing a target being hit, which also shows the company as being precise.”
Fusco noted that the metallic red, black and silver shades give the logo power. “The contrast is well balanced and attracts attention to the name,” Fusco added.
In addition to placing the logo on the company’s tow truck, Taylor Towing has also put it on T-shirts and other promotional items. “People love it. They recognize it anytime we come,” said Altrease.
Building a mobile-friendly website
The next step was building a website. The Taylors had less direction for the website than they did for the logo. The most important design element for them was that the site could be viewed on mobile devices.
“I wanted to ensure that this website was extremely easy to navigate on — and initiate contact from — mobile phones, since very few [towing] clients would be viewing this website on a desktop or laptop screen,” said Ben Gardner, the Deluxe Website Coordinator who worked with the Taylors.
Gardner collaborated with the team of website designers and content providers at Deluxe to produce a clean, professional, five-page website that highlights Taylor Towing’s services and its network associations. There is also a page for customer testimonials.
“They wanted a clean, professional website that would complement their logo,” said Gardner. “Their emphasis was that they needed a website that would be easy for their clients to navigate. They also wanted a focus on prompt, dependable, no-extra-fees-or-unnecessary-services professionalism.”
“The Deluxe process was simple,” Altrease said. “I was impressed that it didn’t take longer than it did. I liked how Deluxe had a lot of variety to choose from.”
“We’re already swamped.”
Altrease said the website was a major factor in securing agreements with roadside assistance networks. These networks are used by insurance companies, who dispatch selected tow truck services to their clients in need of roadside assistance.
“They need to make sure you are a legit company before they’ll add you,” Altrease said. “To them, we looked like we’ve been in business [a long time] because the website looks so professional.”
Just a few months into their venture, the Taylors have already had to hire their first employee. They anticipate more growth as their name — supported by their new logo and website — circulates around the region. “We’re already swamped,” Altrease said. “Once we get up and running and doing more advertising, we’re going to be busier.”