I've sat through several seminars on advertising and logo's on machines and trucks, everyone says less is more, people don't care about looks except those doing the advertising and those in the business, everyone else looks at something simple to read and can be read fast from a passing truck on the road, all the graphics and neat background stuff makes it harder to read, people like simple and have a phone number to jot down, nothing more, they base more off of what the truck, machine and what the logo is on than the logo itself.
There are several trucks in my area that have so much writing on and graphics you have to stand there a few minutes to ever be able to read it all and then its all forgotten, yea its neat, colorful and etc but after a while nobody notices, because it can't be read as they drive by on the road, it has to be read while the truck is sitting. I'm never quite got that until some locals made comment on the colorful trucks, which was "I wonder if their trying to overcompensate for poor quality work" I was shocked and asked why the negative comment and they told me, everyone hates those seeing those trucks, its so much its a turn off. So I did a unofficial survey of anyone I met, what does the average person like to see daily on a truck or machine and over a 100 locals said nothing but a readable name,and a phone number that is a font that is like what you'd find in a phone book, nothing fancy, flashy or extensive, just plain, simple and readable, everything else was just plain a turn off. Ironically the very same thing I was told in the seminars I'd attended. Just my two cents worth.