Is your image rusty?  The Sears Logo and name on this truck sure was.  The back “Sears” had considerable rust running down from the bolts over the E and the R.

If I am Sears, I am trying to combat the image of being an old company that may be obsolete in the world of Target, Best Buy and Walmart. Yet nothing yells old like having your logo covered in rust!

I am a realist.  As much as I would like to say that every vehicle should look like new every day, I know that is not practical. However, I think that a big corporation can easily have standards that say you have to protect the image of the company and the logo can never be excessively dirty, damaged or obstructed.  It would be better to remove the logo in this case and have plain white (and rusty) trucks.