Project Description


TA Truck Painting and Graphics provides customers with collision repair and signs and graphics for more than thirty years. It was seeking a way to unify its brand divisions, explore a new company name, develop a new logo, and create a newly branded website to showcase its work in painting, collision repair, vehicle wraps, and signage.

Through conversations with the owners, we identified brand attributes and explored names while considering the key messages and learning the history of the company. We decided on the name Total Appearance because it related back to the company’s roots. We then created an image of stylized wings that is a throwback to the initials TA, which is how the company was known for many years. The logo—unveiled in the summer of 2014—helped usher in a new era for the company.

The brand colors are fresh and new as well. Our own color expert developed a new brand palette aptly named Performance for its refined yet fun, dynamic, fiery, and bold colors. Performance highlights blues that are fast, rich, and powerful. The attention-grabbing citron and ambers bring fiery warmth and complexity to the color palette.


Total Appearance Logo Design

Once the brand identity and naming were completed, we began expanding the new look of the brand to business cards, envelopes, and advertising.

The imagery of the logo features a solid emblem that anyone can feel proud to wear. Clients responded well to the new look and brand identity, and we effectively targeted new clients with the website.

About the Client

For more than thirty years, Total Appearance has provided customers with collision repair and signs and graphics. Total Appearance is located in Pewaukee, Wisconsin.