Your Piedmont Truck Dealer

Capital Chevrolet GMC of Lexington aimed to position itself as the leading truck dealer in the Piedmont Triad. Multiple logo directions were explored, including a bold badge system and a country-inspired script style. The color palette reflects the truck brands they sell, with an additional patriotic version. The final concept introduces a pig mascot as a tribute to Lexington’s title as the “Barbecue Capital of the World,” grounding the campaign in local pride.