My Baby

My BaBy Simplicity’s Complexity

By George L. Nitti

George L. Nitti has written for American Towman since 2009. He started out as a news writer and now writes a weekly feature on TowIndustryWeek.com, Tow Illustrated, which spotlights the tow truck graphics.

Company branding is a critical component to starting and managing any business, and includes such elements as a strong logo, consistent colors that blend nicely, and fonts that are applied across the business. Strong branding leaves a lasting impression, helping a company stand out to customers who associate its product or service with the brand while attracting

new customers with the clarity of that image.

At Chaz Towing in Watsonville, Cal., established in 1987, the company has developed a strong brand with a “less is more” identity that exudes a professional image in its simplicity.

According to Kevin Chavez, operating manager and son of owner Eduardo Chavez, “We wanted something subtle that would stand out. Something that was not overstated but with some complexity.”

Fine tow truck graphics, like mid-coast California wines, harbor intensity wrapped in subtlety as illustrated on their 2014 Peterbilt389 with a 35-ton Vulcan.

“This unit is a perfect fit for our company and the perfect application for any fleet. It’s easy to use and maneuver,” Chavez said. “The capabilities of the winches and its pulling power are incredible.” At the heart of the design is the company name which is the primary element that stands out because of its large size, scripted/elegant lettering and contrasting colors that blend subtlety against its yellow and white background.

Adding further distinction, the company name is applied in several key locations, including the side doors, the hood, and the large real estate across the wrecker body. Going the extra yard, however, lies in the fact that even their customized mud flaps restate the company name, not the wrecker company or dealership, a fine point that is often overlooked in branding.

The company name is easy to remember as well. “Chaz.” Chavez said, “We wanted to be unique. Many tow companies go with their last name but we wanted a more memorable marking.”

Which includes their colors of yellow and white. Chavez said, “Yellow grabs everybody’s attention. It represents emergency personnel and catches your attention, making it hard to miss.” Reflective lettering and an array of lights gives further enhancement.

Their brand, like their family heritage, was forged over time and proliferates on other company memorabilia, such as pens, backpacks, customized coffee cups, vests and rain gear.

“My father, who started the company with his brothers, immigrated to the states in 1978, first living in Minnesota before moving to the Monterrey Bay area. He came with empty pockets with a dream to succeed,” said Chavez. “He saw the need and demand for towing.”

Now with 11 trucks and family members entwined in the business, with a single-minded focus, company professionalism has become a prevailing theme wrapped in precise branding that strikes notes of simple tastes.

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