Every Picture Tells A story Vehicle graphics have become a true art form. And what better way for a company to spread its advertising message than to transform its fleet into moving billboards.

Graphics designers, whose goal is to create lasting impressions, are continually coming up with original ways to fill the "blank canvases" on the sides of trucks and trailers. From large-format, four-color reflective graphics to small-format durable identifications, permanent images to short-term removable decals, there are graphics materials and processes available to suit every need.

The creativity displayed in this year's collection of entries for the Vehicle Graphics Awards made a big impact on FLEET OWNER's editorial staff. The winners we've selected represent just a sampling of the many eye-catching designs submitted by readers. So take a few moments to sit back, relax, and let the pictures tell their stories.

EDITOR'S CHOICE: FETZER VINEYARDS, Hopland, Calif. DESIGNER: Fetzer Marketing, San Rafael, Calif. GRAPHICS SUPPLIER: Ferrari Color, Sacramento, Calif. MARKING MATERIALS: 3M Scotchprint

From concept to reality, it took Fetzer a couple of years to roll out its new vehicle graphics. As recently as last year the trailers were plain white with the Fetzer logo appearing only on the truck cab.

Michael Friedman of Fetzer Marketing says the new graphics tie in with the company's television and point-of-sale marketing program. "The sides of the trailers offer us yet another way to spread our message. The idea was simply to portray wine in its most recognizable form," he explains. "In addition to the wine bottle itself, the shape of the wine glass is a powerful symbol, conveying the message that wine is to be consumed.

"The problem was determining how to position the bottle so the Fetzer brand would be large enough for other motorists to read," Friedman adds. "We played around with several ideas, which pretty quickly yielded the final design. When the trailer is moving down the road the graphics give the illusion that the wine is actually pouring into the glass."

The 53-ft. Pines vans are highly visible, traveling heavily congested freeways in the San Francisco Bay area. Drivers say the graphics are drawing quite a bit of attention, with people stopping them to comment on the design. It's estimated that the colorful, adhesive vinyl graphics are making between 50,000 and 100,000 impressions per day.

A series of new designs will spotlight other Fetzer brands, rotating the bottle and using different color combinations to distinguish among products. Fetzer, which has been producing award-winning wines in Mendocino County since 1968, currently bottles 3 million cases a year for distribution worldwide.

LASCO BATHWARE, Anaheim, Calif. DESIGNER: Signature Graphics Inc., Porter, Ind. GRAPHICS SUPPLIER: Signature Graphics Inc., Porter, Ind. MARKING MATERIALS: 3M Series

Bathtubs and sinks don't usually lend themselves well to visually exciting graphics, but that's not the case here. Last November, Lasco Bathware added newly designed graphics to its tractor-trailer fleet, as well as to its third "traveling showroom." The showrooms are converted 53-ft. Great Dane air-ride trailers, which carry an array of bath fixtures that enable customers to see and feel for themselves the difference in the products, with actual working units onboard.

The graphics for the newest "showroom" truck depict products from each category of Lasco's extensive array of bath fixtures, pulling them all together with a color-coordinated logo that snakes down the length of the trailer like a pipe.

The trailer's rear door includes a blown-up photo of the company's luxury acrylic whirlpool, the Lasco logo, a list of product offerings, and Web site address.

NESTLE TRANSPORTATION CO., Glendale, Calif. DESIGNER: Modagrafics Creative Studio, Rolling Meadows, Ill. GRAPHICS SUPPLIER: Modagrafics, Rolling Meadows, Ill. MARKING MATERIALS: Avery XL 1000

Everyone's favorite bunny is back and this time he's larger than life. When we selected the Nestle Quik bunny in FLEET OWNER's 1995 vehicle graphics contest, he was depicted as hanging off the back of a trailer. The clever design caught our eyes as well as those of millions of consumers.

The new graphics should be a big hit, too. In this case, the bunny has been given a fresher, updated look. Although no reflective materials were used in the design, the Quik logo has a 3-D effect that really makes the graphics "pop out."

"Nestle wanted to make the bunny a family icon and create a fun character that everyone associates with the NesQuik brand," says Jim Richard, promotion services manager. Altogether, 350 of Nestle's 1,000-trailer fleet are targeted to receive the new graphics. To date, 47 units are completed and can be seen crisscrossing the nation's highways.

SCHERER BROTHERS LUMBER CO., Brooklyn Park, Minn. DESIGNER: In-house GRAPHICS SUPPLIER: Miratec Systems Inc., St. Paul, Minn. MARKING MATERIALS: 3M Scotchprint 8620

Attempting to draw attention to its local window and door company, Scherer Brothers decided to put dramatic graphics on its delivery trucks. What started out as a small project - a new design on one truck - has grown to 4 designs on 15 vehicles, with more in the works.

The chief reason for the change in look was to let people know how innovative the company is. "We're always looking for any advantage we can get over our competitors," says Tom Myrick, marketing/advertising manager . "We also felt this was a very cost-effective way to advertise."

SPARKLING WATER TRANSPORT INC., Vernon Hills, Ill. DESIGNER: Lo Sasso Advertising, Evanston, Ill. GRAPHICS SUPPLIER: Signature Graphics Inc., Porter, Ind. MARKING MATERIALS: 3M Scotchprint 180 and 8620 Series Vinyl

If looking at the cool blue-and-white graphics on this trailer makes you thirsty for an icy bottle of pure spring water, that's the idea. Right down to the snow-covered mountains in the background, the design shouts "cool," "crisp," "refreshing." The company has even incorporated its toll-free number and Web site address into the graphics so consumers will know how to reach them.

The new decals were applied to Sparkling Springs' tractor-trailers and beverage delivery trucks last fall in an effort to better utilize the fleet for advertising purposes. A recent enhancement to the company logo was a major factor in the decision to improve fleet graphics. The trucks are viewed by thousands of people throughout the Midwest each day. The design showcases the company's single-serve and 5-gal. bottles.

THE FOREIGN CANDY CO., Hull, Iowa DESIGNER: In-house GRAPHICS SUPPLIER: Signature Graphics Inc., Porter, Ind. MARKING MATERIALS: 3M Scotchprint, reflective

Kids all across the U.S. are familiar with the colorful Mega Warheads package and the fabled Wally Warhead character. Most of all, they recognize the brand name itself. The company created the bold new truck graphics to further develop its core product. It also wanted the attention-getting caution statement that appears on the package - extremely intense sour candy - to carry over onto the trailers. Drivers even carry Mega Warheads with them in the cab to hand out at stops, bringing sour faces to people everywhere.

WESTERN MOTORSPORTS, Denver, Colo. DESIGNER: Fineline Signs, Graphics, Apparel, Denver, Colo. GRAPHICS SUPPLIER: Fineline Signs, Graphics and Printing, Denver, Colo. MARKING MATERIALS: 3M Scotchprint

In the motor-sports world, image is everything. That's why the company wanted a design on its tractor-trailer that would stop traffic - and it does! Mark Beatty, president of Fineline Signs, Graphics and Printing, says the rig is used to haul the company's racing vehicle, owned by V. Gaines, CEO of Western Motorsports. "The graphics are like an x-ray," Beatty explains. "They show what the inside of the trailer would look like if you removed the skins - we gave it a cartoon look for fun."

The entire back door and Western Motorsports logo on the rear and sides of the trailer are done with reflective 3M Scotchprint so they're visible at night. The DayGlow colors around the side pictures were hand-cut, and 3M window film was applied over the windows at the front of the trailer where there's a lounge area. This allows those inside to see out, while the flow of the design remains uninterrupted when viewed from the outside.