It was immediately clear in our conversations that this projects wasn't about radical change, but small and worth-while improvements. That's exactly the approach that Belshe takes every time they release a new heavy equipment trailer. We updates the colors to provide more contrast, warmth, and a sense of heritage. The sans serif was updates to have more personality, and to account for the slant, and Italic was used (as opposed to a skew) to really maximize the integrity and vintage-character of the typography in the mark.