Here in South Africa, we spend a lot of time on the road. Unlike European cities where people can walk to work or school, our sprawling country (and unfortunate crime rate) means we’d rather drive than stroll. Which is why vehicle branding is such a big deal for SA companies.
Vehicle branding can take so many forms – from a simple logo and strapline to a gloriously beautiful, wrap-around graphic. Whatever you choose, you’re in good company. A branded car or van means thousands of eyes get to see your message, hopefully in several locations, and hopefully with a positive result.
Vehicle branding works because while we may not actively be reading a message on a car or bus, we still see it as we drive, even if it is on a subconscious level. And getting your brand noticed in today’s flooded market is all about putting yourself in front of your audience over and over… and over again.
Vehicle Branding Dos and Don’ts
While it can be very exciting to design something fabulous for your company car, you do need to be careful. It’s better to have no branding at all than put out the wrong message. Let’s explore this a little further.
- Do think about your message. What single thought do you want someone to take away with them? Whatever that is, it should stand out and stand alone. Remember, a fellow motorist may only have a second to absorb your message, so it needs to be concise and easy to read.
- Don’t put too much information on your vehicle. You may have a thousand awesome products, but advertising them all will just confuse people. Keep it simple.
- Do use the same font and colouring as your stationery. A brand logo is more than just an icon but is an all-inclusive package consisting of an exact colour palette, font and usually, layout.
- Don’t use small or overly scripted font. Some fonts look great on paper but can be tricky to read in passing or from a distance. Go for bold, large lettering to communicate your message.
- Do consider your colours. Red cannot be read on a black background, and yellow is almost invisible on a white car. Unless you are wrapping the entire vehicle you will need to pay attention to the colour of the car so as to use the right coloured lettering.
- Don’t brand vehicles with bad drivers. We’ve all seen the sign on commercial vehicles saying “Report bad driving,” If your driver is a bit of a speedster, negligent or aggressive on the road then you are inviting bad Your brand’s name and reputation will be dragged through the mud along with the other party’s front bumper if your driver is reckless.
- Do get accurate, quality pictures of your vehicle. The location of the door handles, fuel cap, etc will all impact the design.
- Don’t forget the back. While you may have more space to play with on the side of a truck or van, other road users are more likely to view the rear of your car for longer than they would the side.
Vehicle branding is a fun and cost-effective way to get your message to thousands of potential customers. Why not chat to the pros at Signkor, and let us guide you down the right road.