I could tell you that our logo, a drawing of a crankshaft and pistons, was created by a large marketing company. That we had focus groups come in and tell us what feeling the logo invoked. That we reviewed the feedback, adjusted the design, spent large amounts of cash to get the color just right, and concluded the project with a launch party. Possibly with crowd- sourcing involved! In truth, what really occurred was that Jeff was taking a high school graphic arts class. His father, Arie, was running his newly-opened auto repair business where Jeff worked every day after school. Jeff had created a drawing in his graphic arts class of a crankshaft and pistons. He brought it home and his Dad thought it was well done and decided to use it for the logo for Arie Nol Auto Center. Some adjustments were made to the original drawing to make it more ‘logo friendly’ and it has been the logo for Arie Nol Auto Center for forty-one years. We’ve tweaked it on occasion but it has remained the same logo representing our company. Our logo will never be as recognized as McDonald’s yellow M or the Nike swoosh. It is a logo that we think represents us well as an automotive repair facility and has a little bit of family nostalgia thrown in for good measure.