Today's commercial vehicle fleet represents a virtual canvas on which some of the best and brightest marketing campaigns take shape

Fleets have long recognized the huge impact trucks can have in getting a message out to the public in a cost-effective way. Advances in graphic technology allow for more cost-effective and realistic images, opening the studio door to some of the most artistic renderings ever to appear on America's highways. These masterpieces adorn truck skins with corporate image campaigns and advertising messages packaged as neatly as the cargo inside.

But a picture is worth a thousand words. So let's fling open the gallery doors to reveal the winners of the 1998 Fleet Owner Vehicle Graphics Awards. On the following pages you will have your own private screening of those entries, judged by FLEET OWNER editors to be the best of the more than 80 we received.

EDITOR'S CHOICE Forest Green Landscape, Dallas, Tex. Designer: Schaefer/Miles Fine Art, Whitehall, Wis. Graphics supplier: STM Graphics Marking materials: 3M Scotchprint

In an effort to showcase its landscape business, Dallas-based Forest Green converted its plain vanilla truck into a masterpiece. Literally. Following the lead of a local bakery that used a Renoir painting to enhance its image, Forest Green began the search for a scene that underscored its primary business.

After finding the painting, "A World of Art," the company called the Wisconsin-based studio that held the rights and bartered its landscaping consulting services for use of the image to adorn its 18-ft. van trailer and four Econoline vans.

In light of the new corporate attire, the company's first thought was to park the van in a prominent location and wait for the phone to ring. "But we've been so busy that we never did that," says Russell Maynard, manager of the landscape department. "We don't need any more business. The campaign was more about lifting the corporate image than generating new business."

Arctic Cat, Thief River Falls, Minn. Designer: Periscope Marketing Co., Minneapolis, Minn. Graphics supplier: MaGraw Inc., Preston, Wash. Marking materials: 3M Scotchprint

Recognizing the value and growing popularity of fleet graphics, Arctic Cat jumped into action, seizing its 72 aluminum-sided straight truck fleet as an ideal vehicle to deliver more than just snowmobiles. Against a stunning setting, Arctic Cat opted for as few words as were needed to convey the message that the company offered many different machines for different types of riding. Says transportation manager Don Shetler, "Our drivers are surprised at the number of positive comments they get from people who see these trucks."

AutoZone, Memphis, Tenn. Designer: In-house Graphics supplier: Excel Graphics Inc., Whitestown, Ind. Marking materials: 3M 680 reflective material

They say you're known by the company you keep, and AutoZone, the national retail auto parts chain, wants consumers to know that it's keeping company with the biggest and best names in the business.

The fleet's new graphic design program links brand-name products such as ACDelco, Timken, and Duralast with AutoZone's distinctive logo. It relies on large, colorful, distinct images for quick recognition even at highway speeds, and carefully integrates them with the fleet's overall black and orange color scheme.

One unusual design among the spark plugs, bearings, and batteries adorning the fleet's trailers is a striking 45-ft. long picture of "The Spirit of America," the jet-powered car used in Craig Breedlove's latest attempt to break the world land speed record. AutoZone is the exclusive distributor of Duralast batteries, the official battery of Breedlove's newest speedster.

Hardware Wholesalers Inc., Fort Wayne, Ind. Designer: In-house Graphics supplier: Signature Graphics, Porter, Ind. Marking materials: 3M vinyl

"With our trucks making deliveries in 45 states, fleet graphics present a great opportunity to build name recognition for our 'Do it Best' private brand," says Joe Mox, retail programs manager for Hardware Wholesalers Inc. The fleet graphics are backdropped by a warm red DuPont Centari finish. The marking materials boldly state the "Do it Best" name and the tagline, "Best Quality ... Best Value ... Best Selection" on trailer side panels. The rear of each trailer boasts a trompe l'oeil effect-- providing a realistic depiction of the contents of the truck as if it was en route to a store with its back door partially rolled up. The graphic is so realistic that people sometimes wave to drivers to warn them their rear door is open.

Houston Chronicle, Houston, Tex. Designer: Rives Carlberg Advertising, Houston, Tex. Graphics supplier: Lowen Color Graphics, Hutchinson, Kan. Marking materials: 3M vinyl, nonreflective

Newsboys shouting the latest headlines may be a thing of the past, but the Houston Chronicle has decided to trumpet its attractions on the sides of its 28 trailers and two straight trucks.

Looking for ways to bring its message to its audience, the Chronicle realized that its delivery fleet was the perfect medium to reach "the person on the street," according to Nelle Spates, director of administration, marketing, and electronic products.

The new fleet graphics program, designed by the newspaper's advertising agency as part of a long-term marketing campaign, focuses on specific features such as the daily paper's sports coverage, comics, and even its Web site. The intention was to provide tangible illustrations for the paper's tagline -- "Houston's Leading Information Source."

Meijer Inc., Lansing, Mich. Designer: In-house Graphics supplier: Signature Graphics, Porter, Ind. Marking materials: 3M 180 Series

Clean, crisp depictions of fresh food bring the "Meijer Fresh" tagline to life for this Midwestern supermarket fleet. The design pictured rolls produce out along more than half of the trailer sides, as well as across the rear door. Other graphics planned for use include an array of baked goods and another of meats. In all cases, plenty of room remains for the bold tagline that incorporates the company logo. Like their matching tractors, the trailers' background is white, which does not distract the eye from the food.

At night, the reflective material "lights up" the entire image for improved safety and to carry the company's message around the clock -- driving home the fact that its stores are open 24 hours.

Meijer developed the graphic schemes last year and is now retrofitting them to its fleet of 30 van trailers. The new look replaces an earlier design, which highlighted only the logo in familiar "Meijer red."

Indeed, Meijer is counting on its fresh graphics to make its foodstuffs irresistible to passersby as the fleet delivers goods to over 100 stores in Michigan, Indiana, Illinois, Kentucky, and Ohio.

Nalley's Fine Foods, Tacoma, Wash. Designer: Tim Girvin Design, Seattle, Wash. Graphics supplier: Modagrafics, Rolling Meadows, Ill. Marking materials: Avery XL 1002, nonreflective

Nalley's, a food processor based in Tacoma, Wash., recently redesigned the packaging for its main product line. To hold hands with that effort, the company dressed up its fleet with a complementary look and took the message on the road. The fleet, which consists of 14 tractors and 71 refrigerated trailers, was previously plain white. "The fleet was an ideal way to showcase our new look," says Julia Poduch, category general manager for Nalley's. Today, each Nalley unit carries the new product line look -- whether it's pickles, peanut butter, or chili.

O'Charley's Inc., Nashville, Tenn. Designer: Modern Art, Goodlettsville, Tenn. Graphics supplier: Ariston, Hillside, N.J. Marking materials: 3M Scotchprint, nonreflective

Delivery trucks for O'Charley's Restaurant hit the road last fall showcasing the fleet's impressive first effort at using graphics on its vehicles. The larger-than-life depictions of customer menu favorites -- including homemade rolls and barbecued spareribs -- are bright, colorful, and downright mouthwatering.

O'Charley's transportation department takes pride in the improved visibility of its fleet and the knowledge that its drivers, too, feel good about the vehicles they spend so much time in.

It's equally important to O'Charley's that the company have a positive image among the motoring public. The corporate advertising tagline is "Nice folks with a fresh approach to food" -- a message that's reinforced by the fleet's new graphics. O'Charley's wants people to see that their trucks are "delivering that promise every day."

Polaris Industries, Minneapolis, Minn. Designer: Associates & Stahl Graphics supplier: Vomela, St. Paul, Minn. Marking materials: 3M Scotchprint

Polaris Industries is using its fleet to help spread the word about the company's new Victory motorcycle line. Striking side- and back-panel graphics provide strong visual impressions of the product itself and the Victory l ogo. The dark background sets off the chrome and red of the motorcycle, as well as the product's logo, a red "V" superimposed on gold wings.

With the American flag as a backdrop, the message plays off the concept of freedom. According to Polaris, the words "It's a free country. Act like it." are meant to suggest the feeling of freedom riding a motorcycle can generate.

Polaris uses a compelling combination of words and images to bring attention to this new product line on the country's highways.

V&V Supremo Foods Inc., Chicago, Ill. Designer: Lawrence Communications, Evanston, Ill. Graphics supplier: Modagrafics, Rolling Meadows, Ill. Marking materials: Avery XL 1000

To pique the appetite of consumers, V&V Supremo Foods created a fleet of "moving billboards" that showcase the labels and the uses of its products.

According to designer Lawrence Tuke, the high-resolution, high-color material was applied to the fleet's reefer-delivery trucks and service vehicles. He says the side panels feature "mouth-watering" product shots and the rear doors carry "product billboards" showcasing actual product packages.

Tuke calls the benefits "immediate and impressive." They include road-wide brand and product recognition for the company, a team spirit that draws fleet drivers closer to the sale and production departments, and improved safety because of high-profile recognition of the trucks.

A key factor in the design was the firm's desire to switch from a typical "truck with a name" format to a concept reflecting today's technology. "This better portrays the company's reputation as an industry leader," says Tuke. "Since the fleet is the only contact many people have with the V&V Supremo Foods name, it is crucial that each truck reflect the company's standards."

Honorable mentions Kroger Dedicated Logistics, Cincinnati, Ohio Designer: Backley & Gingrich, Cincinnati, Ohio Graphics supplier: Lowen Color Graphics, Hutchinson, Kan. Marking materials: 3M 6820 with 8910 luster overlaminate; 3M 680-10 reflective

Dean Foods Co., Franklin Park, Ill. Designer: Tathum Euro, Chicago, Ill. Graphics supplier: Lowen Color Graphics, Hutchinson, Kan. Marking materials: 3M 8620 Scotchprint

Kent Building Supplies, Saint John, N.B., Canada Designer: Plasticraft Ltd., Saint John, N.B., Canada Graphics supplier: Plasticraft Ltd., Saint John, N.B., Canada Marking materials: 3M

Sealy Inc., Cleveland, Ohio Designer: Leo Burnett Inc., Chicago, Ill. Graphics supplier: Ariston, Hillside, N.J. Marking materials: 3M Scotchlite sheeting/Controltac Scotchprint brand vinyls

Yoplait USA, General Mills Inc., Golden Valley, Minn. Designer: Modagrafics, Rolling Meadows, Ill. Graphics supplier: Modagrafics, Rolling Meadows, Ill. Marking materials: Avery XL 1000