I got a longer look at this truck graphics than I wanted while stuck in traffic on SR7 last week.
This is an example of the box in a box in a box with borders school of graphic design. Also note the generous variety of fonts, and the free use of aspect ratio crunching applied to the various words. No problem sir-we'll get that word to fit.

I think that there is a disconnect going on here. The branding calls for pride, but the graphics are old, tired and faded. A mixed message at best, certainly not one that makes me want to call for a quote.