The Client

Mad Dash

Central Pennsylvania

Summary

Mad Dash is a brand new food truck business started by a husband and wife duo in central PA. They had purchased a yellow food truck that had a reputation for remarkable frozen beverages and wanted to continue providing that value to local customers, but they were interested in adding gourmet grilled cheese sandwiches to their menu. They came to me with their name and asked me to create a unique logo for their first food truck using yellow as a basis.

Objective

To remind event-goers that this yellow truck has the out-of-this-world cappuccino, milkshakes and slushies they know and love, I felt it was important that I made that the center of the logo. I also felt that since grilled cheese sandwiches are a staple of the Mad Dash menu, it should be featured in the logo as well. The grilled cheese sandwich as we know it today was popularized in the '50s and '60s, so it was only appropriate that I create the logo with a nod to that era of design.

Conclusion

In just four months Mad Dash has become one of the most popular food trucks in the area, and they cite the logo as a large factor in their success. With many more events planned and other trucks/stands in the works, Mad Dash is destined to be an even more successful business in coming years.

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