Tracey Road

The Client

Tracey Road is a construction equipment and truck sales, repair, service and rental dealer. They are dedicated to serving local communities across New York State and strive to provide the best experience possible for construction equipment needs.

Tracey’s headquarters and beautiful facilities are situated on 38 acres in East Syracuse, New York. Combined with 6 additional state-of-the-art facilities spanning New York State, located in Albany, Binghamton, Queensbury, Rochester, Utica, and Watertown. The facilities are among the biggest and best heavy-duty truck and construction equipment dealerships in the region.

My part of the project

I wanted to update the branding of Tracey Road from just a dated logo with way too many elements, to a full fleshed out brand, with a much more simple look that will be eye-catching if seen by the public. I started with dropping the word “equipment” from their name because they are much more than that and modified their brand colors of red and blue. The new logo mark is now used on parts vans and box trucks. We have included on everything from letterheads to mud flaps. The most difficult part was taking all the old versions of the brand from various decades and ironing them out into a new look, across all the branches and departments. The new logo will be included in new road signage to accompany a large expansion.