[ChevLoRay]

Back in the day, dealers would put their chrome-plated logos on the cowl. I'm talking back in the Fifties, with the 48-54 style. It didn't matter what brand of truck it was, it was just what they did. Sometimes it was the cowl, other times it was the fender (on later models).

But, none of the '67-72's had any trim on the cowl panel, except for the antenna. My guess is that someone wanted to "gussie" up their truck and put the Custom label on the cowl....to be different. It ain't stock.