Almost everyone has seen U-Haul trucks on the roads across North America, but few are aware of the artist that created the vibrant graphics that adorn the side of the trucks or the intricate process that brings these illustrations to life. U-Haul graphics have become a cultural icon, renowned for their creativity and their unique ability to engage and educate audiences.
Link To The Artist's SuperGraphics Gallery
Link To The Artist's SuperGraphics Gallery
U-Haul is an American moving truck and self-storage rental company based in Phoenix, AZ, that has been around since 1945. The graphics on the side of the trucks are called “Supergraphics” and are a key factor in the company’s identity, making U-Haul easily recognizable across the nation.
Out with the old, in with the new
The original "Classic" SuperGraphic series ran on trucks from 1988 to 1997, featuring a simple design that depicted an obvious subject matter for each state and province. When the series ran its course, U-Haul hired artist Steven King as their in-house senior graphic illustrator and designer to revitalize the program with a fresh perspective. In 1997, King launched the "Venture Across America and Canada" campaign, ushering in a new era of SuperGraphics. This updated series introduced more vibrant colors, complexity, and deals with obscure subject matters less known nationally and internationally that prompts a little educational intrigue.
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Steve King is the sole artist behind the iconic "Venture Across America/Canada" imaging campaign for U-Haul that you see on the roads today. He conceptualized and brought this distinctive ad campaign to life, shaping the visual identity of one of America's most recognized brands. King created the graphics from 1997 to 2013, and U-Haul continues to print his graphics for their fleet each year and are dominating the roads over 186,000 trucks strong.
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King was the visionary behind the program, the central core of it's making. He worked directly with universities, scientists, historians, and other specialists to ensure the accuracy of each subject. He gathered all the facts, field notes, photos, selected models, arranged the photoshoots, created the concepts, conceptual drafts, designs, created the final illustrations (vector art - created in Adobe Illustrator) and checked quality control for the final printing process.
The birth of a new campaign
Developing the concept and style of the new campaign was a work in progress. King went through many ideas including a Ripply's Believe It or Not - of bizarre events, Off The Beaten Path of interesting places, and The Adventures of "Sammy U" - Magically taking you to new places (like the Magic School Bus). The first few graphics went through some campaign title changes including: "America's Moving Adventure", and "The Incredible Adventures of Sammy U".
The game changer was when King had a discussion with CEO, Joe Shoen about two movies that just came out in 1997: Men in Black (1997) and Contact (1997). Both of these movies gave you a different perspective about the norm, an obscure look at things around us. Joe is also a big History buff and that's when it all came into place. The "SuperGraphics" would deal with obscure subject matters less known nationally and internationally, yet played an important educational role in the local area where it was based. "Venture Across America/Canada" was born!
Developing the concept and style of the new campaign was a work in progress. King went through many ideas including a Ripply's Believe It or Not - of bizarre events, Off The Beaten Path of interesting places, and The Adventures of "Sammy U" - Magically taking you to new places (like the Magic School Bus). The first few graphics went through some campaign title changes including: "America's Moving Adventure", and "The Incredible Adventures of Sammy U".
The game changer was when King had a discussion with CEO, Joe Shoen about two movies that just came out in 1997: Men in Black (1997) and Contact (1997). Both of these movies gave you a different perspective about the norm, an obscure look at things around us. Joe is also a big History buff and that's when it all came into place. The "SuperGraphics" would deal with obscure subject matters less known nationally and internationally, yet played an important educational role in the local area where it was based. "Venture Across America/Canada" was born!
While figuring out the development and style for the new campaign, the art format of the first few graphics went through varied changes before achieving the final result you see on the roads today. The illustration style of the graphics also has been dictated by the limitations of the printing process. The changes in the graphics are noticeable over the years as the technology of the industry has changed. In the beginning, King was only allowed to use six colors without any use of gradations. Over the years he worked directly with the facility to help them improve their printing methods that allowed him to make the graphics more complex. The graphics have always been printed as spot colors for large format silk screening until 2008. Graphic #130 - Nova Scotia, burning ship was the first graphic to be printed digitally. The rest followed suit.
The numbering system was introduced later in the series, beginning with the seventh graphic, titled Michigan Mushrooms(#83). This starting number was chosen arbitrarily, designed to create the impression that there were more new graphics available to the public. The previous graphics were updated for later prints, except for the Kansas "Bee" graphic. It did not fit the obscure learning angle and was taken off the "new" Graphic list.
Many people do not realize the depth of King's research and the countless hours he dedicated to
collaborating with scientists to ensure the accuracy of every detail. Over the years, he built an impressive collection of notes, sketches, photos and books that enriched his work. To organize this wealth of information, he created a comprehensive library of binders for each graphic, meticulously cataloging his research, including contacts of scientists, specialists, and universities, along with photos and artwork details. This library became a vital resource for the web team and public relations, providing easy access to the information needed to create and share impactful marketing content.
collaborating with scientists to ensure the accuracy of every detail. Over the years, he built an impressive collection of notes, sketches, photos and books that enriched his work. To organize this wealth of information, he created a comprehensive library of binders for each graphic, meticulously cataloging his research, including contacts of scientists, specialists, and universities, along with photos and artwork details. This library became a vital resource for the web team and public relations, providing easy access to the information needed to create and share impactful marketing content.
In the Making...
Many hours of research and conceptual pencil sketches went into each U-Haul graphic before they ever made it to final production. Below is a glimpse of rare sketches and renderings that were changed or completely omitted.The original sketches have always been more creative and fun but were compromised through a process of elimination from the managers. The end result was usually a more conservative approach.
#112 Connecticut
The first drafts for the Connecticut graphic gave the appearance that the dinosaur was breaking out of the truck. He was considered too aggressive and King was asked to tone it down. After many new drafts the final result was a disappointing textbook style rendering.
#132 Prince Edward Island
Prince Edward Island was challenging with its "Singing sands" theme. King decided to incorporate a singing woman made of sand in the graphic. The artwork was created by drawing one sand particle at a time to get that "stipple effect". The woman was considered sexually offensive and King was asked to replace her with children.
Prince Edward Island was challenging with its "Singing sands" theme. King decided to incorporate a singing woman made of sand in the graphic. The artwork was created by drawing one sand particle at a time to get that "stipple effect". The woman was considered sexually offensive and King was asked to replace her with children.
#130 Nova Scotia
The final rendering of the ship presented to the board was armed with cannons along the side walls, King was asked to remove them. Even though the subject matter is a myth the ship design was based on historical research during the 1700's, It was common for most ships to have gun ports at the time.
The final rendering of the ship presented to the board was armed with cannons along the side walls, King was asked to remove them. Even though the subject matter is a myth the ship design was based on historical research during the 1700's, It was common for most ships to have gun ports at the time.
#125 Manitoba
It was not uncommon for King to have scientists send him live animals or plants to his office to use as reference for his graphics. He had a live red sided garter snake sent to him for the Manitoba graphic. Once the graphic was complete, King gave the snake to his daughter for a pet.
There is a little man hidden in all the graphics
Steven King has been secretly incorporating a hidden character into all his graphic designs — a little figure known as "Sammy U". King's daughter Samantha, has been helping her dad hide "Sammy U" for each graphic throughout the entire series. (The name "Sammy U" is purely coincidental and has no connection to Samantha's own name. In fact, "Sammy U" dates back to 1947 and was named after L.S. "Sam" Shoen, co-founder of U-Haul.)
The character on the trucks is tiny, a little smaller than a dime and is strategically integrated in the design for you to try and find. His colors change based on the background he is placed in. King has provided a cheat guide to locate "Sammy U" in the graphics. Access the link here.
Steven King has been secretly incorporating a hidden character into all his graphic designs — a little figure known as "Sammy U". King's daughter Samantha, has been helping her dad hide "Sammy U" for each graphic throughout the entire series. (The name "Sammy U" is purely coincidental and has no connection to Samantha's own name. In fact, "Sammy U" dates back to 1947 and was named after L.S. "Sam" Shoen, co-founder of U-Haul.)
The character on the trucks is tiny, a little smaller than a dime and is strategically integrated in the design for you to try and find. His colors change based on the background he is placed in. King has provided a cheat guide to locate "Sammy U" in the graphics. Access the link here.
More interesting facts...
Some concepts didn't make the cut...
Some concepts didn't make the cut...
King went on many photoshoots with interesting people, locations, animals, creatures, and he made a few friends in the making. This Asian elephant made great reference for the Mastodon he created for the New York graphic.
King gained a lot of knowledge working with scientists first hand, they shared valuable information, field notes, photos, and rare artifacts. Including a copy of the original blue print plans for the "Habbakuk Project" from government officials in Canada for the Alberta graphic.
A couple of concept sketches to the final illustrations...
Merchandising
King was responsible for designing and creating a variety of U-Haul Supergraphic merchandise. His efforts included the creation of a Limited Edition Supergraphic Pin Collection, plush toy U-Haul trucks and trailers, 1/43 scale Ford U-Haul toy trucks, collectible Supergraphic T-Shirts, foldable U-Haul coin banks, and U-Haul Supergraphic Coloring Books.
Discovery Channel - Monster Garage TV Series:
Box Truck Wrestling Ring - S2 - Episode 17
King worked on many “special projects”, including a U-Haul truck used in the Discovery Channel's "Monster Garage” TV Show. A car show that transforms regular cars into outrageous vehicles in just seven days.
Stuart Shoen, the Son of CEO, Joe Shoen, was a big fan of the tv show. He asked King to come up with a truck graphic that would appeal to the host, Jesse James, and the Discovery production team in hopes that they would get it in the show. King created a graphic depicting a likeness of Jesse James on a custom motorcycle carrying a welding torch (Jesse James was the founder of West Coast Choppers Custom Bikes), the background of the graphic had elements from the show like the 1990 Ford mustang converted into a convertible lawn mower. A U-Haul truck sporting King's graphic on it was delivered to Jesse James, it was a hit, he loved the idea. They went into production and aired February 16, 2004. The U-Haul truck was transformed into a mobile hydraulic powered wrestling ring.
Stuart Shoen, the Son of CEO, Joe Shoen, was a big fan of the tv show. He asked King to come up with a truck graphic that would appeal to the host, Jesse James, and the Discovery production team in hopes that they would get it in the show. King created a graphic depicting a likeness of Jesse James on a custom motorcycle carrying a welding torch (Jesse James was the founder of West Coast Choppers Custom Bikes), the background of the graphic had elements from the show like the 1990 Ford mustang converted into a convertible lawn mower. A U-Haul truck sporting King's graphic on it was delivered to Jesse James, it was a hit, he loved the idea. They went into production and aired February 16, 2004. The U-Haul truck was transformed into a mobile hydraulic powered wrestling ring.
Why keep it a secret? |
This is one of the most marketable product stories the company could use as a tool to communicate what makes the product stand out. By sharing personal stories of how a product was made, make their products more memorable, and creates an emotional connection between customers and products. Why is there no in-depth backstory about the making of the fleet graphic campaign anywhere? The new educational Supergraphic program was on the rise, it became popular among the public, scientists, educators, and the media wanted more. The manager of the art department was not as receptive to the publicity as his colleagues; his insecurity led him to view King as a potential threat.
Unfortunately, like many companies, U-Haul has a insecure manager that lacks skills and self-confidence that rules by fear of being outshined by team members, creating a toxic work environment, and high turnover in the organization.
Unfortunately, like many companies, U-Haul has a insecure manager that lacks skills and self-confidence that rules by fear of being outshined by team members, creating a toxic work environment, and high turnover in the organization.
King was highlighted in many publications, newspapers, magazines, and Interviewed on morning talk shows, becoming the face of U-Haul Supergraphics. This infuriated the manager and he tried to limit King's advancements by stopping interviews, cutting him from important meetings, and removing him from any social media content.
In 2013, King was contacted by the award-winning "Adobe Illustrator WOW! Books" for an interview to
highlight him, and his works for U-Haul in their book. The international WOW! books have been showcasing the world’s best artists and designers working in Adobe Illustrator for decades. Immediately after the book was publicized, King was terminated without cause by his manager. Sadly, this is all too common in today's workforce, but It was a blessing in disguise and led King to an enriching career on his own.
highlight him, and his works for U-Haul in their book. The international WOW! books have been showcasing the world’s best artists and designers working in Adobe Illustrator for decades. Immediately after the book was publicized, King was terminated without cause by his manager. Sadly, this is all too common in today's workforce, but It was a blessing in disguise and led King to an enriching career on his own.
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Steve King is now an independent graphic illustrator/designer in all fields of commercial graphic design, working with major toy manufacturing companies, developing toys and package designs. King also published a children's picture, rhyming book he has written & illustrated himself called "Have you ever Met a Morphosis?". http://www.kingbugbooks.com/#/
Find out more details about how Steve created the graphics throughout this website. http://www.kingillustration.com/u-haul-facts-list.html |
