Brindlee Mountain Fire Apparatus

Logo redesign project for established fire apparatus dealer needing modern brand identity

In 2000, volunteer firefighter James Wessel helped his local fire department purchase a used fire truck. When that truck broke down on its very first emergency call to a house fire and the home was completely lost, James faced a stark reality about the importance of reliable equipment. After a frustrating legal battle with the truck dealer, he decided he could provide better service to fire departments across the country. James founded Brindlee Mountain Fire Apparatus in 2001, starting with the purchase, restoration, and sale of just one fire truck. Over the following two decades, the company experienced remarkable growth, now buying, restoring, and selling hundreds of vehicles annually. However, as their reputation and business expanded dramatically, the original logo began to feel inadequate for expressing their hard-earned integrity and technical expertise. Following a previous unsuccessful redesign attempt, Whiteboard was called in to rescue the project. We created a new logo that honored their rich heritage while positioning them for continued growth. The flexible logo system accommodates all applications across digital, print, apparel, and vehicle graphics, ensuring consistent brand representation as Brindlee Mountain continues expanding their national presence.