This photo is one of my favorite Josh Humble images from our vehicle wraps gallery. The striking simplicity of this image is almost subconscious. It’s a good shot, but it’s a lot more. It shows how a marketing campaign that includes vehicle wraps can incorporate multiple and varied vehicles. The Geico Powersports tractor-trailer, golf cart, and two scooters are all different vehicles, yet they convey the same message. Is it a coincidence that Geico also insures all types of vehicles? I don’t think so.

It would’ve been easy to stop at wrapping the trailer — it certainly is eye catching, but had it stopped there, an opportunity to show and tell would’ve been missed. Here’s the takeaway: before committing to a wrapping any vehicle as part of a marketing campaign, consider all your vehicles, what they’re used for, and how they might add to the effectiveness of the advertising.

If you’d like ideas on turning your fleet of vehicles into an advertising campaign, we‘d be happy to share. Contact us and we’ll help you — whether it’s wrapping your fleet of 53-foot trailers – or your son’s skateboard.

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photo credit: friskierisky via photopin cc
If you track the history of vehicle graphics, modern vehicle graphics can be traced back to the late 19th century when products and services were hand-painted on horse drawn carts and rail cars all over the world. It probably goes back further to carts in Greek city states announcing their wares or gladiators in Roman chariots advertising the local toga tailor. Vehicle graphic marketing isn’t new. The history of vehicle graphics goes back many years.

photo credit: amphalon via photopin cc

The 1880’s 

By the 1880’s, locomotives traveled America from coast to coast and crisscrossed everywhere between. Advertising on these rolling billboards helped bring recognition to some of the biggest brands of the period, such as Standard Oil (1870), Sears & Roebuck (1886), Ford (1903), and Kellogg (1906). Of course, this was before spray paint was invented and the advent of tagging trains with graffiti.

photo credit: R J Ruppenthal via photopin cc

Turn of the Century 

Not much had changed with vehicle graphics when horse drawn carts were replaced by gasoline powered trucks, and trains progressed from steam to diesel. Lettering and logos continued to be stenciled or hand-painted. Most of what was painted on vehicles was more about identification than advertising. However, companies began adding tag lines, locations, contact, and all in larger readable fonts.

photo credit: amphalon via photopin cc

The 1940’s 

By the late 1940’s, a new trend began with vehicle graphics. Not only were companies advertising their wares and locations, but events and promotions were being marketed on vehicles.

photo credit: McBeth via photopin cc

In the late 1950’s and early 1960’s water transfer decals, commonly known as water slides, were the prevalent form of vehicle decal. Used mostly to advertise aftermarket products, limited editions, and modified cars. The decals were dipped in water for about 30 seconds before being applied. Larger graphics, such as lettering continued to be hand-painted.

The 1960’s and Beyond 

Even into the 1980’s much of what was considered vehicle graphics or identification was hand painted. As a 14-year-old boy, TKO President Tom “Tommy” Taulman II, rode his bicycle to a part-time job at Indiana Trailer Services. A jack-of-all-trades, Tommy mowed the lawn and performed various odd jobs for the small company. After a few years he began repairing and hand-painting trailers.

Next came screen print. Although difficult and expensive for printing multiple colors, screen print was effective for lettering and simple logos. However, before the development of modern adhesive vinyls, applications were mostly limited to flat surfaces, and decals often faded, tore, and peeled.

“A large milestone in the shift from small production vinyl lettering to a full vehicle vinyl color change took place in Germany in 1993. Manufacturer Kay Premium Marking Films (KPMF) was asked to produce a film to be used in place of paint for the purpose of converting cars into taxis. At this time, German taxi companies were required by law to paint their fleets in a government mandated color, beige. KMPF provided an alternative to painting, which allowed taxi companies to bring a large fleet of vehicles into compliance with German law while maintaining the future resale value of the vehicle.

Prior to this point, decommissioned taxis were heavily discounted or had to be completely repainted. With the use of vinyl vehicle wraps there was no need to repaint them or discount them as the vinyl could be removed without damaging the paint underneath. KPMF documented after 3 years of taxi service was complete, the vinyl was removed leaving a pristine and unscratched paint surface.” — History of Vehicle Vinyl Wrap

The First Commercial Use of a Full Wrap 

“The first commercial advertisement vehicle wrap is thought to have been created for Pepsi Co in 1993. Which used vinyl to wrap a bus promoting its Crystal Pepsi product. It wasn’t long before bus wrap advertising was everywhere. The new form of vehicle graphics trickled down to smaller businesses and consumers. Wrapping whole vehicles was still challenging. Majority of the difficulties came from premature adhesion and air bubbles under the vinyl. As technology improved, companies like Avery Dennison, 3M and Oracal developed the use of air-channels that made the vinyl repositionable and allowed for bubble-free installation.

An air-channel, created using microscopic glass beads was incorporated into the vinyl’s adhesive. This prevented the vinyl from fully sticking to the substrates surface thereby permitting air flow between adjacent sections. In addition, these beads allow for the vinyl to be repeatedly removed and reapplied until the beads are broken by firmly pressing the vinyl using a small hard squeegee. Once the beads are broken the vinyl will be firmly adhered to the substrates surface. Proprietary company blends of polymer in the vinyl allowed the material to conform to compound curves, recesses, and corrugations through the use of heat guns and torches.” — Wrap Advertising

photo credit: Georg Schwalbach (GS1311) via photopin cc

The Future of Vehicle Graphics 

It took the convergence of three technologies to bring us the state-of-the-art vehicle graphics we have today – digital print, compliant adhesive vinyl, and fade resistant ink. Using modern processes and materials, the sky is the limit for vehicle graphics. That’s the history of vehicle graphics but what of the future of vehicle graphics? As more and more organizations brand, promote, and advertise on their fleet vehicles materials and best practices will continue to improve. Manufactures will go green. “Milder solvents, greener inks, steam used to remove decals, and recyclable materials are in the future.

Artwork technologies will be vastly improved. We already have the WOW factor with digital printing, and we’ve only seen the tip of the iceberg. This is going to be amazing. Holographic, illuminated, and dimensional imaging will not be uncommon.” — The Future of Vehicle Graphics

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If we can answer any questions or you’d like to learn more about the history of TKO Graphics, Contact Us. 

Last Saturday, while browsing the beer department at Kahn’s Fine Wines and Spirits, a fellow customer asked what I would be drinking. I told him, since visiting the Samuel Smith brewery in Yorkshire, England, I’ve partaken of Samuel Smith’s Winter Welcome every winter. I added I might also have a sip of vodka. He said, “Have you tried Fuzzy’s vodka? I thought it was just marketing hype, but I have to tell you, it’s really good!”

I told him I should try it, since our company works with Fuzzy’s. So I picked up a bottle, and he was right – it’s really good. But don’t take my word for it. Fuzzy’s Ultra Premium Vodka has been awarded two gold medals and a 94 rating from the Beverage Testing Institute.

Fuzzy’s product is exceptional, and we like to think his vehicle graphics are, as well. If you have an exceptional product and have considered vehicle graphics as part of your marketing plan, let us know.

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I don’t know if you’ve ever had the following experience, but it’s always in the back of my mind when considering a provider. I hired a home remodeling company, and although the work was good and timely, I had an issue a few months after the installation. The product was within the manufacturer’s warranty, but it became a true headache to fix. The company I contracted hired sub-contractors to complete the work, and the manufacturer blamed the subs. I was communicating with three different outfits, all with different procedures and varying points of view. Live and learn. Whenever possible, I look for companies who offer full service, doing all or most of the work themselves. When a company offers design, manufacturing, and installation, it’s difficult to pass the buck, and much easier to communicate.

At TKO, we offer complete graphics solutions, from start to finish, or any part of the process. As Tom Taulman II says in the video, “We can, design, manufacture, de-identify, and install, and we’re capable of any of the steps you may need. If you only need design or installation, feel free to give us a call anytime. ” If you’d like to learn more, drop us a note, call 1-888-544-8051. We’d be happy to serve you – fully.

Versteel, our customer  has been a designer, manufacturer, and supplier of high quality office furniture for nearly sixty years. The company is based in Jasper, Indiana. It’s “known nationwide as the place where fine contract furniture is designed and produced.” This excerpt from their mission statement says a lot about them. “We provide innovative, quality products with outstanding customer service supported by sound partnerships with all stakeholders.”

In the video, Versteel’s Tony Alford talks about why they wrap their company box trucks. “So, we want people to know what we make and how to get in contact with us. Therefore, we make the contact information is easy to find on the  vehicles.” The trucks travel all over North America, delivering products and supplies. These company vehicles have become national rolling billboards for Versteel. Because, they’re wrapped in a clean design with highly visible contact information. It’s that simple.

Let us know if you’d like to learn more about turning a company vehicle into a lead producing traveling billboard. Because, we’d be thrilled to share our knowledge, experience, and ideas. Contact us here, or give us a call at 1-888-544-8051.

So, do you like what you’re reading? Subscribe to our blog or join us on Twitter, Facebook, and Google Plus, and let’s continue the conversation. If can answer any questions don’t hesitate to contact us. We’d be happy to “furnish” you with some vehicle graphic design ideas. Or you can visit us and pull up a “chair.” Take a seat at the “table.”Make yourself comfortable.