Fleet Management News & Business Info | Commercial Carrier Journal
Issue link: http://read.uberflip.com/i/95199
product message to the driving public. Fleet graphics nominations for this year's Commercial Carrier Jour- nal's Five Flashiest Fleets included a blend of humor, nostalgia and patriotism … and beer – lots and lots of beer. Since 1978, CCJ has been proud to recognize M excellence in fl eet graphics design and execution. The judges for this year's competition included CCJ's editorial and art design staff. Each judge ranked their top 10, and scores were weighted to determine a fi nal ranking. Here are this year's Five Flashiest Fleets, whose out- standing graphics best represent their products and services and take advantage of the opportunity to set them apart from the competition. BY JEFF CRISSEY ost fl eets look at a 53-foot trailer as a box to move freight from point A to point B. Others see it as a blank canvas – and an opportu- nity to advance their company's brand and STEEPED IN HISTORY CARRIER: W.B. Mason Co. Inc. GRAPHICS DESIGNER: W.B. Mason Co. Inc. GRAPHICS PRODUCER: Lowen Graphics F ounded in 1898 by William Betts Mason, W.B. Mason Co. introduced free delivery using a one horse-drawn wagon, adorned with a large image of the face of W.B. himself. Today, W.B. Mason has grown to be the largest privately held offi ce products dealer in the United States with a fl eet of more than 450 trucks delivering out of 43 warehouses. "Our logo depicts the all-American image of W.B. Mason himself," says John DiLuna, corporate fl eet and safety manager. "To this day, we continue to provide the same personal 'same day' delivery as Mr. Mason did 114 years earlier. The fl eets of W.B. Mason are rolling billboards. The colorful graphics are part of our company culture. It is important to us to keep our units clean and well maintained." Why we liked it: "CCJ has been covering trucking since the indus- try's birth. That's why I rated W.B. Mason's fl eet so highly: The trucks remind me of the turn-of-the-century vibe that is found in the early days of trucking that is captured so well by CCJ in its formative years." – Jack Roberts, CCJ executive editor S SOUND ASLEEP CARRIER: Serta International GRAPHICS DESIGNER: Serta International GRAPHICS PRODUCER: Modagrafi cs erta International had a two-part goal for its new 2012 fl eet graphics. First, they wanted to highlight the mattress maker's fun and memorable national advertising campaign – The Serta Counting Sheep. Serta dedicated two sides of its fl eet graphics package to the ever-popular Counting Sheep featuring clever mes- sages warning consumers to consider counting sheep instead of purchasing a Serta mattress. Secondly, Serta wanted to bring further consumer awareness to its latest breakthrough product brand, the iComfort Sleep System. The iComfort graphics feature a clean design approach fi tting with the overall brand integrity. It features the modern brand logo and tagline "Smarter. Cooler. Better." along with vibrant product photography. Why we liked it: "I like Serta's concept because it ties in to its entire marketing campaign. There is no doubt from a great distance whose truck it is, and the clean, bold graphics and colors draw the eye." – Kathleen Buccleugh, CCJ online managing editor COMMERCIAL CARRIER JOURNAL | DECEMBER 2012 45