Design & Price: Tow truck lettering

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

The owner of Reliable Auto Body has added a towing service and bought a brand new black flatbed tow
truck. He has seen your work and you have explained the range of prices for truck lettering from basic to
custom. He says he can spend “somewhere in the middle”, so this is a middle-of-the-road project. He does not
have a logo.

Make a drawing of what you might have suggested to this customer and quote a price. Feel free to include
any comments about how you might handle the sale.