By using this 6 point commercial fleet graphic design checklist, your organization can avoid making costly mistakes on your fleet graphics. It’s easier than you might think to omit one of the key elements of a successful commercial fleet graphic design.
6 Point Commercial Fleet Graphic Design Checklist
This might sound silly, but it happens. Don’t forget your logo and leave it off your commercial fleet graphic design. Not only should your logo be included, but it should be visible from more than one perspective. One image of your logo on the hood of your work van will not be enough to get noticed.
So, what is a logo, and what should it accomplish? World-renowned graphic designer Paul Rand shared, “A logo is a flag, a signature, an escutcheon, a street sign. A logo does not sell (directly). It identifies. A logo is rarely a description of a business. A logo derives meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important than the product it signifies; what it represents is more important than what it looks like. The subject matter of a logo can be almost anything.”
Another consideration for your logo is, does it fit your brand. If you’re not sure or would like to learn more, read our article, Best Practices for the Company Logo on Your Fleet.
2. Contact Information
I don’t believe I’ve ever seen a commercial fleet graphic design that didn’t include the contact information. The problem isn’t whether the information is included in the design. It becomes a problem when the contact information is difficult to read or hard to find.
When the contact information is too small, it’s a problem. For example, while driving on the interstates, I pass trucks with only a small decal of the company name and contact information. It’s almost always impossible to decipher the contact information on a small decal at 65 MPH.
Even on a full wrap, the contact information can get lost in a busy design, be hard to find in a non-contrasting layout, or be too small to read easily.
Another problem is when the contact information isn’t available on every side of the vehicle. I was recently behind a company van for a local restaurant that did catering – something that many locals might be interested in. The back of the van was wrapped but guess what wasn’t included? The contact information was nowhere to be found on the back of the vehicle. Remember to place the contact information in the most visible areas of the vehicle.
Your products or services should be part of your commercial fleet graphic design but on a limited basis. If your business offers 20 products or services, attempting to list them all will lead to confusion. Choose your top three to five products or services and stick with them on your design.
When you cut your product list down to the most important products, you may be able to include images, photos, or illustrations of those products on your commercial fleet graphics design.
In design, visual hierarchy is the placement of design elements by importance based on how the human eye takes in visual content. Vehicle graphic design hierarchy is unlike any other design hierarchy in that most design isn’t moving down the highway at 55 MPH.
Before setting vehicle graphic design hierarchy in order, you must consider what messages take precedence. What is the hierarchy of your messages? What do you want to communicate, and what do you want people to understand about your business?
Your commercial fleet graphics should be instantly recognizable as belonging to your brand. Your commercial fleet might have several types of vehicles. One design probably wouldn’t fit a work van, box truck, and a 53-foot tractor-trailer. However, branded colors, fonts, logos, taglines, and more can and should be shared across the variety of vehicles. Your commercial fleet graphics should match your brand across all marketing channels. Your website, social media icons, advertisements, banner ads, signs, and commercial fleet graphics should share your branding.
International manufacturer of adhesive vinyl, 3M says. “Your graphics should help tell your brand’s story and reflect your brands’ identity. Keep your graphics on message with branding consistently applied across your fleet. Even if there are variations in design, it is important to stay on brand and communicate the same overarching story. When wrapping your fleet, use consistent themes, colors, and images to create comparable appearances. This helps increase brand recognition and provides more impactful reinforcement to your audience.” — 3M – Tips to maximize your wrap’s impact.
6. USP (Unique Sales Proposition)
What is your USP? Your USP is what sets your business apart from your competition. What problems do you solve? What benefits do you share that make your business stand out? Where does your organization excel in the marketplace?
Do you offer exceptional services such as 24/7 emergency service, price guarantees, and extraordinary warranties? Is your business award-winning, accredited, or licensed? Whatever sets you apart is your USP, and it should be shared on your commercial fleet graphics.
What Makes a Successful Commercial Fleet Graphic Design?
There’s more that should be considered in your commercial fleet graphic design, such as a company tagline, branded colors and fonts, social media icons, and captivating images. But if your commercial fleet graphic design includes these 6 points effectively, then your commercial fleet graphics will make an impact.
If you’d like a free estimate for your fleet or vehicle graphics, you can Request A Quote.
TKO Graphix is a national fleet and vehicle graphics company helping customers since 1985. We provide full-service graphic design, digital printing, screen printing, graphics installation, and removal of large format graphics.
We’ve been helping businesses, large and small, brand their fleet of tractor-trailers, work trucks, and company vehicles. Whether you have a fleet of thousands or a few vehicles, we are here to lead you through the vehicle branding process.
TKO Graphix is proud to be a 3M™ MCS™ Warranty graphics manufacturer. We employ the largest 3M Certified installation crew in the country. If you’d like to learn more and get a free quote, contact us today.