About this site and its Author
TKO Graphix Brandwire
Dexterity, Bruises, and Pride in Vehicle Graphics Done Well
by Micah Bowers, “The New Guy”
There’s a curious ease to ordinary tasks like opening a can of soda, tying shoelaces, or navigating a smart phone — effortless motion! A beautiful combination of dexterity and muscle memory that’s often unnoticed. Our hands and fingers are wonderfully capable. They feel, apply pressure, generate leverage, multitask, synchronize, and carry out a range of actions the most advanced robotic technology can only shake a clumsy hydraulic fist at.
I’ve always enjoyed activities and jobs that require the hands and mind to work in tandem. There’s satisfaction to the immediacy of working through a problem and seeing the results in real time. In my first post, I mentioned a lag between my understanding of the decal process and my inability to perform the required hand skills. As I’ve continued learning the ins and outs of commercial graphics installation with TKO, I’ve found that my hands are becoming less awkward and more agile.
Getting vinyl to stick to a surface in a way that will hold up to the elements and look professional takes a lot of cleaning, heating, pulling, tearing, cutting, brushing, and wiping. All of this takes a toll on the hands …well, at least my hands. Every day on the job brings a thousand tiny abuses — cuts, burns, scrapes, and gouges. My wrists crack, knuckles pop, and palms ache, but there’s an element of pride that emerges as callouses form and fingers strengthen.
I’m amazed when I think about the evolution my hands have undergone in just six weeks of work. These days, we hear a lot about the rapid progression of technology. Today’s new version is tomorrow’s outdated model! In the past 100 years, automation has driven industries to unparalleled heights, but there are still many jobs that machines stink at. Fortunately, we humans have a knack for expressing spontaneous ingenuity through our hands, making us well suited for detail-oriented work with unpredictable variables …like installing graphics!
About The Author
Micah Bowers, “The New Guy,” is training as a graphics installer for TKO after recently completing his studies in art, design, and new media at Purdue University. With an eclectic resume (stints as a teacher, carpenter, and whitewater guide), Micah is excited about the challenge of learning both his new trade and TKO’s culture. Off the clock, Micah makes time for writing, collaborating on various art projects, and working his way through the films of the Criterion Collection.
The Surgeon’s Precision and Vehicle Graphics
by Micah Bowers, “The New Guy”
The more time I spend training as a TKO installer, the more I appreciate the abilities of the guys around me. Vinyl is a fickle material that somehow manages to be both fragile and robust, requiring substantial abuse to be installed appropriately (heating, cutting, jostling, brushing, etc.). There are times when I fear the harsh treatment will destroy the graphic I’m working with, but somehow doesn’t, and there are times when the most innocuous touches wreak havoc.
At TKO, the experienced installers seem to have an innate understanding of heat, as temperature is one of the more important variables for adhering graphics properly. Like any skill, the application of heat calls for balance. If vinyl is too cold, it becomes prone to tearing and bubbles. Too hot, and it’s toast! Believe me, neither result looks good on an automobile.
Our installers’ tool belts carry a variety of razor thin blades and sharp, pointed, poking tools. During my first week on the job, even the simplest cuts seemed strangely impossible. Vinyl has a way of stretching and shrinking (another heat issue), and if blades aren’t correctly positioned or held at the right angle, ugly seams emerge along cut lines. So far, I’ve been most impressed with guys who take on the irregular and advanced cuts along parting lines and small components, like door handles and hood emblems. It’s not hyperbole to suggest that a surgeon’s precision is required.
As training has progressed these past few weeks, my confidence has grown, but there’s still much to be learned — and once learned — practiced. One thing’s for certain: the skills of the veteran TKO installers are impressive and hard-earned.
About The Author
Micah Bowers, “The New Guy,” is training as a graphics installer for TKO after recently completing his studies in art, design, and new media at Purdue University. With an eclectic resume (stints as a teacher, carpenter, and whitewater guide), Micah is excited about the challenge of learning both his new trade and TKO’s culture. Off the clock, Micah makes time for writing, collaborating on various art projects, and working his way through the films of the Criterion Collection.
The Music of Work
by Micah Bowers, “The New Guy”
Soulful harmonies, improvisational lyric edits, and genre defying playlists are the norm in TKO’s Plainfield installation shop. Music is common ground for the varied personalities working here — a way to relate.
In my short time as a trainee at TKO, I’ve noticed how installing graphics has its own rhythms. The more experienced crew members understand the order and timing of balancing efficiency with high quality work, and music seems to aid the focus and flow of this process.
For me, it’s been cool to see how certain guys respond to different songs. I’ve heard perfectly pitched high notes (not quite Mariah Carey-esque) unleashed by honest, hard working guys who you’d want on your side in any confrontation.
Changing lyrics is another popular practice. The comedic effect a few unexpected words can have on a familiar song is truly surprising.
I’ve never been one to peg a certain type of music or artist as my favorite. Without wandering off into the expanse of music philosophy, I think it’s amazing sounds exist in such wide array and that they can be combined and patterned in ways that greatly influence human behavior.
So, if you ever stop by TKO and visit the installation department, expect to hear the irregular noises of industrial workmanship held together by a steady bass line.
About The Author
Micah Bowers, “The New Guy,” is training as a graphics installer for TKO after recently completing his studies in art, design, and new media at Purdue University. With an eclectic resume (stints as a teacher, carpenter, and whitewater guide), Micah is excited about the challenge of learning both his new trade and TKO’s culture. Off the clock, Micah makes time for writing, collaborating on various art projects, and working his way through the films of the Criterion Collection.
The New Guy
I had the privilege of meeting and initially interviewing Micah Bowers for employment. I was impressed. He recently completed his Master’s in New Media at Purdue. I assumed he could write, and hoped he wasn’t sick of it from his college days. After his first week on the job, I asked if he’d like to write a post from the “The New Guy” perspective. As you’ll see, I was rewarded with a post from a writer with a great voice, writing from an interesting perspective, who is informative, humorous, and entertaining.
Enjoy…
Randy Clark
November 15, 2011 | by Micah Bowers — When it’s time to start a new job, most of us are inclined to wonder, “What if it doesn’t work out?” Actually, new jobs stir up a lot of “what if’s.” “What if my coworkers don’t like me?” “What if I’m not as qualified as I thought?” “What if my car breaks down on the way to my first day?” For me it was, “What if I look like a total newbie?” After landing a job in the installation department at TKO, my excitement about the opportunity was quickly tempered in realizing I would be working in a skilled trade, for which I had no previous training. I love to learn, but it’s humbling to be the least knowledgeable person on a job. So, I resolved to do two things: Show up, and stay positive. On my first day, I arrived early and watched as the installation crew sauntered in to get their assignments. I paid careful attention to what the guys were doing with their tool belts. HOW did they hold them? WHEN did they put them on? Anything to make it seem like I had some idea of what was happening around me. Turns out, I was wasting my time. Within five minutes, I received a nickname (or something similar to a nickname) that made my status quite clear — “New Guy.” I’ve given it some thought, and I think it’s a perfect fit. I mean… I’m new, and I’m a guy. Really, that’s all anyone needs to know. Anyhow, as the new guy, there’s much to learn — years worth of learning!
Installing graphics is a lot like fly-fishing; there’s an order and rhythm that must be internalized until the process becomes a harmonious marriage of thought and feel. Ed, my supervisor, has been teaching me the ins and outs. He’s a knowledgeable guy and cares about the quality of work TKO produces. So far, my basic understanding of the installation process is greater than my ability to perform the required physical tasks in a skilled manner. Ed assures me I’ll get the hang of it, but he also cautions that the learning curve is steep, and like any skill, becoming a good installer takes time and practice. Being this is my initial post, it’s worth mentioning that the installation department at TKO has a swagger and personality which, along with my training experiences, I aim to highlight heading forward. As for my pre-employment fears of looking newbish, well… they were realized. It doesn’t matter, though. I’m “New Guy.” That’s just the way it goes.
What Is A Vehicle Wrap?
It seems at every networking event I attend, someone exclaims,
“TKO Graphix—You’re the vehicle wrap people, aren’t you?” I am proud that TKO’s 25 years of outstanding work is recognized—if misunderstood. We completed 23,000 vehicles in 2010. The majority were not wraps.
A wrap is defined as the covering of a complete area of a vehicle. For example, it could be a fender, the rear, or the entire vehicle.
A plotter cut graphic is a decal applied to a vehicle, but not covering an entire area.
OK, what’s the big deal, and why does it matter? If you want to make an informed decision, you should know the difference BEFORE you wrap your vehicle.
Tracey White, our design department manager, compiled the list below to help us help you with recommendations of artwork and design for your vehicle. You should consider:
General Vehicle Information
· Make, Model, Year, Color
Vans
· Regular or extended bed
· Windows on side or rear
Pickups
· Regular / extended / crew cab
· Bed length (often three or more variations)
Box Trucks & Trailers
· Model of cab (box trucks only)
· Box “skin” dimensions (height & width)
· Type of rear door
· Door / rear dimensions
· Side door / door placement
Avoid Unnecessary Delays
A blue-on-white logo, on a used yellow vehicle, may require wrapping the entire vehicle. However, a white vehicle, with a blue logo, may be better suited for plotter cuts. Do hinges, lights, and gear on your vehicle take up a lot of room or make for odd-sized open areas? Plotter cut graphics can be designed to fit the area. How will the size of the vehicle affect the design? By submitting accurate and complete information, your graphics provider (hopefully, TKO!) may advise the best options for your vehicle.
Here’s an example of a plotter cut over a black vehicle—no need to wrap.
Here’s an example where wrapping the trailer is the only way to achieve the desired result.
A Video
How To Wrap A Trailer — 25 Years In The Making
The video above is one minute long; however, it took 25 years to produce – that’s 25 years of TKO’s experience in graphics installation. In that time, we have learned a thing or two.
This video documents our installation process from start to finish. What you don’t see is the system. We have it down to a science. Our installers are 3M Certified, and together, share hundreds of years of experience. Bill Moss is our Installation Manager, and he has been installing, well… maybe I shouldn’t say how long he’s been installing.
What Happens Before the Job Gets to Bill and His Team?
Design
While our design department designs many of our projects, Red Gold delivered their design and captured the essence of an effective trailer wrap, taking full advantage of TKO’s digital print capabilities to tell the story. The design does not lose sight of the message. It’s a colorful, eye-catching wrap. To ensure consistent color for Red Gold – and for all our customers – we color profile and calibrate daily. This guarantees a constant color match on future orders or repairs.
Printing and Finishing
When deciding on print methods and materials, we use our experience to advise customers on what best suits their needs. The Red Gold trailer wraps were printed on 3M premium, pressure-sensitive vinyl, with our HP Scitex Turbo digital printer. The panels were then cut and pre-masked for installation.
Enjoy the video. If you have any questions, please let us know.
Thanks, Randy
Why Haven’t You Wrapped Your Company Vehicles?
So…why haven’t you wrapped your company vehicles? You know you
should every time you see a competitor’s wrapped vehicle on the road. And how often is that? I’m going to end this post with stats to get you out of your car or truck and wrap it, (skip ahead if that floats your boat). First, let’s address the most common reasons I hear companies have not wrapped their vehicles.
We are too small – we only have two cars
Digital printing has made it cost-effective for everyone to wrap vehicles. If you have any advertising budget, why wouldn’t you put your dollars where they are most effective?
It costs too much
A Yellow Page bold-line ad can run $100/month — and up to $4000/month for a full-page (I’ve bought both). Billboards can run $700 to $2500 per month. A vehicle wrap can run $1500 to $3000, and last two - seven years.
We only have small cars — they are not big enough for wraps
Digital technology has changed things. No vehicle is too small to wrap. We have effectively wrapped smart cars, boats, golf carts, and motorcycles.
We’ve used the same company lettering for years, and that’s all we need
You may have a point; however, think of how much better your message could be conveyed with a wrap? If you own ABC Plumbing, your logo on your truck becomes a whole different message with an image of a clean, uniformed all-American plumber standing at a sparkling, clean sink.
We cannot afford the time to have our vehicles off the road to get them wrapped
In most cases, you shouldn’t have any downtime. The graphics company should provide graphics installers during your off-times.
Vinyl doesn’t last, it looks shoddy, and paint is better
These statements were true at one time — and can be true today, if cheap, shoddy materials and workmanship are used. With today’s adhesive vinyl materials, provided by 3M and Avery, almost anything can be wrapped better than it can be painted.
We can’t use wraps because we frequently change our products
I wish more businesses knew they could easily change products on their wraps. By using a changeable film on the product section of the wrap, it can be changed as often as you like.
Just The Facts, Please
The benefits of a vehicle wrap hit home when you compare the Cost-Per-Thousand Impressions (CPM) of other forms of advertising (Statistics courtesy of the Outdoor Advertising Association of America):
· A 30-second primetime spot in the top 100 television markets costs $17.78 per thousand impressions.
· A 60-second drive-time ad in the top 100 radio markets costs $8.61 per thousand impressions.
· A one-third b/w page ad in the top 100 newspaper markets costs $22.95 per thousand impressions.
· A four-color one-page ad in the top 23 magazine publications costs $9.35 per thousand impressions.
· The average for all forms of billboard ads costs $2.18 per thousand impressions.
· Vehicle wraps cost $.77 per thousand impressions.
According to Driving Revenues — a vehicle advertising firm in Washington — a $20,000 advertising investment buys:
· Radio attracts 900,000 listeners in six weeks with ten to twelve 30-second spots.
· Value Pak offers reach 600,000 with 100,000 addresses per drop, and your client is just one of many advertisers included in the packet.
· Billboards receive 700,000 impressions per month.
· Direct mail reaches 20,000 names with one postcard mailer.
Let’s compare the advertising above to wraps. If you spend $3000 (high-end) on a wrap, and keep the vehicle for five years:
· A vehicle receives 30,000 – 70,000 impressions per day (pdf)
· Five years = 1825 days
· 30,000 impressions per day (low-end) = 54,750,000 views
· If you wrapped six vehicles for a cost of $18,000
· This is over 328 MILLION views over the span of five years
So…why haven’t you wrapped your company vehicles?
How Long Does It Take?
We recently conducted a completely scientific, controlled, double-blind survey, which consisted of asking people at TKO Graphix, “What’s on our customers minds?” I discovered the number one question our customers ask is, “How long will it take?” But shouldn’t we all be asking, “How long will it take to do it right?”
The Question Should Be, “How Long Does It Take To Do It Right?”
Normally, it is two-three weeks to produce custom graphics; however, it depends on the order, size, quantity, detail, and production method. All these factors, and more, affect the process. Time is money, but poor quality can cause losses. A “rush” is not always the best procedure. Too many times, I’ve seen graphics on the road – such as vehicle wraps, signs, and billboards – that looked rushed. How do you want your organization represented? On my way home from work, there is a bench by a bus stop with advertising. The call to action lists the phone number; it is one digit short — it looks rushed. I saw a yard sign for a home remodeling company, with about a one-inch high font. It could not be read from ten feet away, let alone, while driving. Was it rushed? As I look out my window onto Stafford road, I see vehicles over and over again, and I have no idea what their message is. Should you rush something you will be looking at for several years? How long does it take to do it right?
What Variables Affect The Time Needed?
· Raw materials – procurement can slow the process, however, if a specific material or ink will do a better job, or is more cost effective, is it worth the wait?
· Artwork – how many processes will it go through to produce it right?
· Size matters – 800 van sets, with one week to get materials, allows for five working days, which is not enough time to do it right.
What Slows Down The Process?
· Missing information, such as measurements, logos, and installation requirements, delay the project.
· Order changes will slow or halt the process.
· Unsuitable artwork – using inferior artwork may hurry the job, but taking the time to clean it up, becomes necessary.
What Can Customers Do To Shorten The Time Needed?
· Do your homework and have a design or message in mind before the process begins. Multiple design changes, while acceptable, may add cost, and will add time to the job.
· Provide as much information as you can.
Why Should You Take The Time To Do It Right?
Denny Smith, VP of Sales and Operations
“We process 600-800 orders per month, and all of them are custom (produced), and none of them can be used for another. Our sales people try to communicate what is realistic, and not what they think the customer wants to hear. Telling someone what they want to hear, and not the truth, only leads to empty promises and damaged relationships every time.”
Chris Hurley, Insides Sales and Estimating Manager
“Unrealistic expectations diminish TKO’s reputation. We should always give (the most accurate) estimate for the time required to do it right, not what the customer wants to hear.”
Instead of RUSH jobs, let’s all try for RIGHT jobs – HELP US HELP YOU!
Digital Print Color Calibration, or “Man, do the flames on my truck look pink in the daylight?”
Our production manager at TKO Graphix, Tom McClelland, shared a story with me about a customer who was unable to match the existing rear panel of his vehicle wrap on his monster truck. The panel of the truck had been damaged in an accident (what a surprise) and needed replacing. However, when the truck’s owner went back to the graphics company, who had manufactured the original decal, they could not match the color even though the decal was less than a year old, not significantly faded, and was a standard color.
The question is, “How could this happen?” The company’s printing equipment had not been color-calibrated, and therefore not monitored. Without controlling these processes, colors are inconsistent. The color may be a standard spot color, but if the equipment is not calibrated and monitored daily, the color could vary significantly. Color profiling allows the graphics manufacturer to match a previous print product, like the monster truck. Color calibration requires all equipment to be part of a color-managed workflow. Usually, the control is a Pantone Matching System (PMS). Scanning a control color into the software allows uniformity on all equipment and between equipment. In other words, it will not matter which piece of equipment is used, regardless of inks, materials, or when it is printed. Color profiling also allows colors to match whether it is a vinyl decal, poster, sign or banner. Monitoring color daily and throughout the day will ensure consistency.
Okay, Do You REALLY Want To Know More About Color Calibration? If So, Read On…
Delta1-E(dE) is a single number that represents the distance between two colors. The human eye can detect color differences of one dE. However, it is not that simple because Light, Chroma and Hue (LCH) affect color perception. Blues are perceived differently than reds, reds are seen differently than yellows, and people do not see colors the same. Why doesn’t the color on the computer screen always look like the printed version? Monitors use RBG (red, green, blue) pixels, while most printers use CMYK (cyan, magenta, yellow, black). Plus, the type of material, texture and brightness will also influence perception.
In Conclusion
Before investing in graphics, do your homework. Here are some questions to ask your graphic provider.
1. What color management policies and procedures does the graphics provider use?
2. How does the provider ensure consistency between equipment, materials, applications, and date of production?
3. How often is the calibration monitored?
4. What is the company’s delta–E tolerance policy?
5. What are the provider’s approval policies in regards to color?
The Tumblrs to Follow
Follow us:
Subscribe: