DIGITAL GRAPHICS
New generations of metallic chrome films
are making for some interesting vehicle
wraps applications, such as this printed
chrome wrapped ZR1 Corvette by Car Wrap
City, Dallas Texas. (Image courtesy of Car
Wrap City and Justin Pate Inc.)
WRAPS
Metallic Graphics
Metallic graphic
films are giving
new luster to
vehicle wraps
By Bill Schiffner
Bill Schiffner is a freelance writer/editor based
in Holbrook, N.Y . He has
covered the imaging industry for 25 years and has
reported on many evolving
digital imaging technologies including wideformat printing and newer electronic digital
signage. He was the editor for a number of
imaging publications and websites. He can be
reached at [email protected].
W
ith so many advances in vehicle
wrap technology and the mindset of today’s creative graphics teams, the
possibilities of what can be done with
vehicle wraps remains endless. Recent
developments in film technology are
helping to drive this innovative market, resulting in a number of interesting
chrome-finish, metallic and brushedmetal wrap and graphic films.
Over the last year alone the industry
has witnessed the rising trend of chrome
and colored chrome car wraps. Metallic
and chrome car wraps can give any vehi48 • November 2013 • S I G N
& D I G I TA L G R A P H I C S
cle a mirror-like finish and make it stand
out from the rest of the pack. These projects do more than just turn a vehicle into
a one-of-a-kind piece of art or unique
branding campaign; they also protect
the original paint job by reducing its
exposure to the sun and minimizing any
damage from the elements. And it’s not
just about cars; this media is also being
installed on vans, trucks, boats, home
appliances and retail signage projects of
all kinds.
Array of Applications
“I think the biggest trend right now
is how wide and varied the applications
for paint wrap films are becoming,” says
Justin Pate of Justin Pate Inc., an Avery
Dennison specialist and 3M-certified
graphics instructor/installer who specializes in vehicle graphic installations.
Pate, who is based in Amsterdam, and
Bosie, Idaho, says that this is very exciting in terms of paint wrapping because
it appeals to a wider base of clients and
draws talented installers into the industry.
“Chrome, brushed metallic and other
types of high-end finishes require installers to be highly skilled, which is pushing
the industry to new levels,” Pate says. “I
see wrapping not only expanding for
paint wraps but in other venues. For
example, the 60 foot KAWS -designed
Moonman at this year’s MTV awards
was wrapped in chrome film. Doors in
this market are opening wide and quick.”
Social Media’s Role
Pate strongly believes that the
Internet and social media have really
opened up the opportunity to get seen if
you can do something unique and special.
“I think of vehicles that I wrapped
years ago, like two tour buses for All
Detergent, that were covered with 3,000
pieces of actual clothes or 17 concrete
mixers for Coke that would have gone
completely viral today,” Pate says. “A city
bus in Copenhagen, wrapped for the zoo
to appear like a snake was crushing it,
Pate has seen a major
spike in the workshops
he gives because of
the introduction of
many these new
metal film products.
(Images courtesy of
Car Wrap City and
Justin Pate Inc.)
S I G N & D I G I TA L G R A P H I C S •
November 2013 • 49
DIGITAL GRAPHICS
WRAPS
Shop owner Tommy Strader says the best application for these films is a full wrap because
you can customize a vehicle without lowering the value of the vehicle by changing the paint.
(Image courtesy of 360 Wraps)
went viral last fall. Thinking outside the
box and getting attention leads and work.
The Internet is an easy way to attract
work if the work is done on the front
end to set up the networks and the due
diligence to keep them fed.”
He says that the technology of graphics has really gotten to the point where
just about anything can be wrapped.
“This, coupled with the fact that
enough people know about wrapping,
means that a much wider variety of
objects are being looked at to wrap: laptops, phones, refrigerators, appliances,
doors, buildings and on and on,” Pate
says. “I personally have seen the demand
for appliances wrapped in brushed metallic film just explode. There is a high
profit margin in this area.”
Wrapping Trends
Bobby VanderVliet, co-owner at
N 8 V C O M P /Exotic Vehicle Wraps,
360 Wraps recently completed a project for a client who wanted his bass boat to look like a
P-51 Mustang. The job was completed using films from Avery Dennison. (Image courtesy of
360 Wraps)
N8V COMP recently fully wrapped a Ford
Mustang in brushed steel with the 3M 1080
series. VanderVliet says surprisingly, the materials lay almost exactly like standard matte or
gloss vinyl, even with the texture. “There is
strategy involved though having the textured
pattern line up correctly throughout the vehicle.” (Images courtesy of N8V COMP/Exotic
Vehicle Wraps)
50 • November 2013 • S I G N
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Hughesville, Md., agrees that the largest growing trend is the use of brushed
metals and chrome vinyl wraps.
“In the past, matte wraps have reigned
supreme and are still extremely popular,”
VanderVliet says. “However, brushed
metals and chrome wraps are giving clients the ability to stand out more significantly by producing a look and feel that
paint cannot replicate.”
VanderVliet says that brushed metals
currently come in many options including steels, aluminums, coppers, and even
brushed black and blue.
“The textures give an added ‘Wow
Factor’, as from afar they may present a
matte look but upon closer observation
it reveals a textured look and feel to be
enjoyed by everyone.”
He adds another up and coming trend
is with standard chromes and colored
chromes. “These still present the most
visually stunning appearance which has
the ability to turn heads on the roadways,” VanderVliet says. “Steering away
from standard silver mirror chrome,
many manufacturers now are producing
colored chromes to further satisfy every
style sought. While chromes may be the
‘king’ of vehicle wraps at the moment,
The Internet and social media make it possible for unique wraps to seen by millions of people. This Copenhagen city bus, wrapped with a giant
boa constrictor for a city zoo promotion, went viral online last year. (Image courtesy of Bates Y&R, Copenhagen, Denmark)
they have also warranted the title with a
price that is roughly three times the cost
of a standard wrap film.”
Fancy Colors
Sean Tomlin, owner of Designer
Wraps, Millville, N.J. , says that right now
chrome colors are all the rage.
“Straight chrome was quite the trend
at the end of last year and into 2013, but
people were asking for more than just
the normal chrome look, they wanted
colored chromes,” Tomlin says. “So the
manufactures have answered them with
new colored chrome films like Gold and
Blue from Avery Dennison and some
other colors from Ritrama.”
He says that his shop has tried and
used every chrome film that is or was
available as well as made their own colored chrome films in the past (before the
manufacturers started making them).
Tomlin adds that the brushed and
chrome films could also be used for
architectural and furniture wrappings
and design as well.
“The material sticks to just about anything, and the there are limitless possibilities,” Tomlin says. “The films could be
added to wrapped vehicles to be used as
text accents to add some pop.”
360 Wraps in All Directions
“The trends for specialty wraps are
definitely leaning toward the more exotic
films, like the brushed metal look, the
matte films, and the chrome films,” says
Tommy Strader, president and founder at
N8V COMP is in the process of wrapping a Chevrolet Corvette in Avery Conform Chrome film.
“We have also taken this project to another level by laminating the material to further protect
the already expensive vinyl from scratching,” VanderVliet says. “To complete the ‘chromed
out’ look, we’re also wrapping the rims in chrome along with a few other added accents.”
(Image courtesy of N8V COMP/Exotic Vehicle Wraps)
360 Wraps in Dallas. “These films make
it easy for shops to get in the business of
wrapping as it requires very little capital
investment. There is little-to-no actual
design required, and no printing in most
cases.”
His company opened in March of
2007 with a handful of automotive racing customers and has since become a
full-service vehicle wrap shop serving
thousands of customers ranging from
mom and pop businesses to major global
advertising agencies.
Alternatives to Painting
Strader says that a majority of the specialty wraps they are doing is on highend sports cars.
“We have used the brushed metal
films, chrome and an assortment of colored films,” he says. “The best application for these films is a full wrap because
you can customize the vehicle without
lowering the value of the vehicle by
painting it. If you paint a car, it is no longer original and sometimes creates doubt
in the next owners’ mind that the vehicle
might have been wrecked and that is the
S I G N & D I G I TA L G R A P H I C S •
November 2013 • 51
DIGITAL GRAPHICS
WRAPS
Chrome graphics is becoming popular on the IndyCar circuit as well. This vehicle, wrapped
by Indianapolis-based Shadow Graphics, now races for the Dragon Racing team in the Izod
IndyCar Series owned by Jay Penske. (Shop images courtesy of Shadow Graphics; action
shot by Chris Trotman/Getty Images)
3M Graphic Solutions
Arlon
Cast
Scotchprint Wrap Film 1080 Metallic series
(gloss, matte, brushed, many colors);
Scotchprint Wrap Film 1080-SE 420 (chrome);
Scotchcal Translucent 3630 Metallic (gold);
Series 2300X (brushed metal, silver, gold,
aluminum)
Other Applications
As for other applications for these
films, Strader says that they have not yet
Metallic/Metalized Film Resources
Company
reason for the paint.” Besides, painting
a vehicle, especially an exotic sports car,
is expensive.
“Wraps are more affordable and a
great option for these expensive cars,”
Strader says. “The wrap not only
achieves the customized look that the
client is going for, but it also protects
the original paint when done correctly
and removed correctly.
“The reason we don’t see as many
cars in the $40,000 and under range
get wrapped with specialty material
is because most specialty wraps cost
$4,000 and up for a good job, and this
would be 10 percent of the value of the
car. However, when you are wrapping a
$200,000 car, it is an investment for the
client,” he adds.
Calendered
Web site
Controltac 180 Metallic series
(brushed, copper, gold, silver, slate,
more); Chrome 3635-110
www.3m.com/graphics
www.arlon.com
APA Primaclasse
(APA America)
Chromato (chrome), Acciaio (steel)
www.amprimaclasse.com
Avery Dennison
900 Surpercast Metallic/Ultra Metallic (29
colors); Conform Chrome (silver, blue, gold,
black); 2700/2800 Decorative; MPI Silver Ultrametallic; 180 Solid Foil
www.averygraphics.com
Metallized Polyester; Brushed
www.generalformulations.com
Polyester
Diamond Plate Classic/Mini;
Polychrome Polish (chrome, extruded)
General Formulations
Griff Decorative Film
Hexis
Skintac HX30000 (5 colors including chrome)
KAPCO
Brushed Metal Pattern (silver, gold)
www.kapco.com
LexJet
Metallic Polyester (silver)
www.lexjet.com
MACtac
Enhancer Film series (silver/multi-color metal
flake)
Orafol Americas
Oracal 951Metallic Premium Cast; 383 Ultraleaf
Cast
Ritrama
RI-Wrap Range includes CyberKrome (5 colors);
Metallic/Pearlescent (8 finishes)
www.ritrama-us.com
Tape Technologies
Styletech V-9000 series (chrome/gold polyester)
www.tapetechnologies.com
Universal Products
Metallic, Ultra Metallic , Shimmer Metallic ,
Shade Shifter
52 • November 2013 • S I G N
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P6000 Metallic polyester
6700 Series Sparkle Metallic;
TuningFilm Brushed BF (5 finishes)
Oracal 351 Polyester Film (chrome,
matte, gold); 352 Print Polyester (5
finishes)
Metalized Series (many finishes)
www.hexis-graphics.com/en
www.mactac.com/
www.orafol.com/gp/americas/en/
frontpage
www.u-p.com
Business customers often strive to differentiate
themselves from the competition, and the use of
metalized vinyls make that much easier to do.
done a whole lot of retail work up to this
point.
“They are not as durable as say
Formica counter tops, so I wouldn’t recommend them in areas that will get a lot
of wear, but something like metal window framing in a commercial application
and the face of fixtures where the wear
will be minimum would be okay,” he says.
Strader adds a recent project for these
films involved wrapping a bass boat for
a client.
“He wanted his boat to look like a
P -51 Mustang, so we printed the rivet
panels on the chrome and wrapped the
boat, then we overlaid the rest of the
graphics printed on regular white wrap
film with a matte overlam. This gave it a
really cool look,” he says.
Film Products and Suppliers Grow
VanderVliet says that typically they
use 3M (1080 Series) or Avery Dennison
(Supreme Series) on all major projects
because they have a good reputation for
quality, but adds that suppliers such as
Hexis, Arlon, Ritrama, and APA America
are also making strides to break into the
automotive customizing niche.
“The benefit of having more manufacturers in this market is the ability to
offer clients hundreds of color options
that can be used to complete any project
large or small,” VanderVliet says.
He explains that each manufacturer
has a product line strictly for vehicle
wrapping that comes equipped with
unique air-egress technology, conformable memory PVC , and a 5-10 year life
expectancy.
“This allows us to confidently tackle
anything from cars to boats, and we
know without a doubt that the product
will last for years to come, VanderVliet
says. “These product lines allow consumers to nearly seamlessly wrap any
surface and will leave the possibilities
endless.”
Commercial Signage Solutions
VanderVliet notes that other popular
commercial applications—for chrome,
metalized and reflective vinyls—involves
the use of good old cut lettering. This
allows for the graphic to be placed onto
existing surfaces with an ease of installation and stunning appeal without being
excessive. “These vinyls may also be
applied to full signs within retail stores
and storefronts,” he says.
He adds that business customers often
strive to differentiate themselves from
the competition, and the use of metalized vinyls make that much easier to do.
“Customers are drawn toward flashy
signs and professional environments, and
that’s exactly what these vinyls simulate,”
VanderVliet says. “What is great about
this industry is that it is very fast paced
This beautiful Audi A7—owned by
Kevin Jonas of the Jonas Brothers—
was wrapped in Satin Black Hexis
Film with accents in Silver Metallic
(Oracal 970RA) and Red Chrome
(Avery Conform Chrome), and a Hexis
transparent film overlam. (Image
courtesy of Designer Wraps.)
S I G N & D I G I TA L G R A P H I C S •
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DIGITAL GRAPHICS
WRAPS
Thermal Transfer Provides
a Wrap Alternative
By Bill Schiffner
T
hermal transfer print technology is an older digital technology, but it provides another option for shops looking to achieve a shimmering metallic finish
to their mobile masterpieces. Instead of inks, the printer technology uses individual
color ribbons. Heat is used to transfer each individual solid color from the ribbon
to the substrate. Summa is one of the leaders in this technology with their line-up of
wide-format thermal printers.
Shado Norstegaard, lead designer at Summa Inc., Seattle, Wash., explains that
thermal transfer printing is a unique process of digital printing in which a coating
of pure resin pigment is transferred from a polyester carrier ribbon by thermally
bonding the “ink” directly onto the surface of a substrate material, resulting in
highly durable, abrasive-resistant prints with unsurpassed color density.
“Although Summa thermal transfer technology prints faster images like a champ,
thermal transfer is an absolute powerhouse when it comes to printing vector graphics,” he says. “The vast majority of Summa’s extensive ribbon selection delivers an
outdoor durability of up to five years without using a laminate. Thermal transfer
is also one of the most
environmentally-friendly and
maintenance-free printing
processes available since
there are no harmful fumes,
clogged heads, or lamination
to worry about,” he explains.
Norstegaard points out
that thermal transfer printing
offers distinct advantages in
the metallic realm because
of the ability to print solid
passes of pure metallic color
as well as intricately precise,
razor-sharp details. “Plus, colors can easily be overprinted
on top of a metallic base for
a nearly infinite spectrum
Thermal transfer printing technology, like that
offered by Summa, provides a stunning sheen and
of metallic hues and shades.
an array of metallic films, opens up a wide range of
Summa offers a variety of
specialty wrap applications not readily available with
mirror metallic, holographic,
inkjet technology. (Image courtesy of Summa Inc.)
and matte metallic ribbons
for the ultimate in shine.”
The Summa DC Series thermal transfer printer-cutters are designed to be allin-one, print-and-cut solutions. “Because thermal transfer ribbons never dry up or
clog heads, the maintenance required to keep a DC Series Printer running smooth
is almost nonexistent compared to ink-based systems. Ribbons are placed into cassettes and the printer intelligently identifies each ribbon color, location, and usage.
After each color is printed, the ribbons are exchanged automatically using the builtin ribbon changing system. Full-color process printing is handled via CMYK ribbons
while a vast assortment of spot color ribbon choices are available for increased
versatility and one-of-a-kind printing effects,” he explains.
He adds that other thermal transfer systems require manual ribbon changing
and don’t have the built-in cutting capability or wide-format printing ability of the
DC Series.
and always expanding in products. This
will leave room for many different types
of companies to use these products to
suit their image without having to be
cliché,” VanderVliet says.
Wrap Workshops
Pate points out that that the growing popularity of these new films has
helped his instructional platform gel, so
he admits that he hasn’t had as much time
to wrap for clients as he used to.
“Over that past year I have been very
busy on the educational side of my business,” Pate says. “I have helped develop
and launch a new hands-on workshop for
Avery Dennison this year that focuses
solely on paint wrap film. I think one of
the motivating factors for people signing
up is the chance to work with chrome
and brushed metallic films as they are
readily available during the workshop.”
Pate reports that he is in the process
of launching two new projects for the
wraps market.
“Croftgate USA asked me to help
them develop a line of solutions for prepping and finishing wraps,” he says. “The
cleaning system is really unique, which
will save installers time and raise quality.
The line for aftercare is super cool in that
it cleans and protects wraps, especially
chrome and brushed metallic films.”
The second project, The Wrap
Institute, is a new video instructional
platform that will offer streaming videos.
“I am really excited about this as it’s a
huge step up from the DVD s in terms of
detail and volume,” Pate says. “The main
focus at first will be wrapping cars with
the hope that people will submit their
own videos with new techniques and tips
in addition to the 100 or so I will start
off with. If I can help installers wrap better, the industry gets better. If everyone
is sharing techniques and materials then
it makes everyone get a bit more coin
in their pocket. There are exciting times
ahead for sure.” SDG
Reprinted from Sign & Digital Graphics magazine • November 2013 • All rights reserved. Visit our website at www.sdgmag.com.