My critique is at Ford, not you @Luke. It feels like the body lines force the lettering to be compressed. Maybe it’s just me, but the tailgate lines force the logo to the one side and the lettering under an overhang almost. I get that it leaves you with very little room to work with.
That being said. I think it looks clean and direct. If you are taking the majority of new work from phone calls then that is all you need. But you’re already a well established brand at this point and I am sure people recognize your logo in your area quite well.
For S’s & G’s I would like to see what a huge logo on the hood would look like, (big white star on a Jeep Hood style) as well as a red logo centered on the back glass. I think both would be overkill on the truck and the hood may not be able to be seen at all, unless the viewer is in an upper level of the building you were working on or near. But there is something about slapping down a 40" logo on the hood and saying “Feast your eyes upon my beard of greatness!”