Hidden character in U-Haul graphics

1/9/2014

As the creator of the iconic images on the side of U-Haul trucks, I have had many people request the whereabouts of a little character I have been hiding in the graphics. The character is referred to as "Sammy U" within the company itself. Due to popular demand, I am sharing his location with you in the images below (they are in the order in which I created them from most recent).

Unknown Tidbits:
I rebranded and created the new look for U-Haul's imaging campaign called "Supergraphics" Venture Across America/Canada (modern series) for 15 years from 1997 to 2013. The series was retired in 2013.

The first four graphics I designed (Kansas, Nevada, New Mexico, and California) do not have the little guy incorporated in it. It wasn't until the fifth graphic (Arizona) that the character appeared in the artwork. While researching reference I stumbled across a logo stamped in a computer microchip under a microscope. I decided to incorporate the mascot in the graphic and it became a "must have" in every graphic. At the time, my six year old daughter Samantha (no relation to "Sammy U" just a coincidence) would tell me where to hide "Sammy U" for each graphic. She has been hiding them for me through the entire series, she is now 23.

The actual size of the character on the trucks is a little smaller than a dime and is strategically incorporated in the design for you to try and find. His colors change based on the background he is placed in.

Click the images below to enlarge the "keys" to reveal "Sammy U"
All graphics are owned and copyrighted by U-Haul Inc.

6 Comments

Matt

1/26/2014 01:16:49 pm

Hey awesome, thanks for making this available!

I won't look it up and cheat unless absolutely positively necessary.

Now i don't have to feel bad about being so lazy with that Wordpress page ;-)

Steve

1/27/2014 12:16:38 am

Glad I could help out Matt.

Cort Franklin

11/5/2016 11:31:27 pm

I work for the Alaska Marine Ferry System and we see many Uhaul trucks board our vessel. As an artist myself, I find myself running over to them while working in the cardeck to study and be inspired (I try and drag my coworkers also). I've been wondering who the artist(s) are and finally found the time to look around online and am thrilled to have landed here. I'm impressed and fascinated to learn that you are the main operative behind this project. Thanks for taking the time to put up all your information. I am sure going to enjoy reading through the rest of it and looking forward to seeing more of your work. Fantastic work, thank you.

Steve KIng link

11/6/2016 05:01:39 am

Hi Cort,

I appreciate your kind words and I'm glad I could be an inspiration to your artistic passion. As you go through my site you'll find that I no longer work for U-Haul. That program was retired in 2013 and I have moved on to bigger and better ventures - It will take many years for my artwork on the trucks to fade away through the recycling of the new fleet. If you have any questions please don't hesitate to ask. You can contact me at crayonboy@centurylink.net

Thanks you
Steve

D.O

1/28/2023 01:41:27 pm

Your work is still to this day being put on new U-Haul trucks. I install that vinyl quite often still. Great work and I'm always looking for Sammy!!

Ron Williams

7/31/2022 11:33:25 am

As a Uhaul employee I have been fascinated with the graphics and try to read every new one I see. Now that I've seen this site I can read them all (and not on company time). Would love to know who came up with the idea? The employees also get a kick out of the strange photos of trucks (on internet) that have been used for stupid things like stolen vehicles in back of a 15' truck, smashed trucks, etc. so much that we created a photo wall of shame.
Thanks
Ron