Effective liveries
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Fr hank you for your excel1 lent article regarding the winners of the 1997 Livery Competition and the Colour of Money (CM 20-26 November).
We found it apposite as we are currently designing a new livery for a major company and our initial arguments for style/content contained the fact that the sides of vehicles are defacto moving advertisements and are proving more than cost-effective against media ads for the promoting of corporate identity and corporate image. Having been involved in corporate work for 30 years we constantly see companies who spend mega money on up-to-the-minute image advertising but are oblivious to the fact that the livery of their vehicles is outdated in style/layout and gives rise to negative perceptions regarding efficiency, credibility, and reliability.
In this age of "image" any "in-your-face" vehicle livery should be designed to give a perception that this particular company/service is an aware, forward thinking entity.
More strength to your competition as it should open eyes to the advantages of utilising what is in fact a moving bill board, and to the vast possibilities of a superb graphics medium. Kutcina-Zeiner, London.