Branding might be good for business but for many van drivers, it’s also attracting the wrong kind of attention.
Research has revealed that more than half (54%) of van owners who display company logos or signage have experienced theft, attempted theft or vandalism that they believe was linked to their vehicle wrapping or branding.
Nearly half (47%) of UK van owners fully brand their vehicles to attract new customers, increase visibility and boost trust, with another quarter (25%) opting for partial branding such as decals or smaller designs. However, one in five (19%) keep their vans completely unbranded to avoid becoming a target, while 29% worry that visible signage could lead to public complaints if their driving is less than perfect.
Read our guide on how to prevent tool theft from your van
According to the research trust building is the biggest reason for van signage, while attracting new business also features as a strong reason. It’s not just a fear of theft, the cost of increased van insurance is also a worry.
| Reason | Percentage |
| Build customer trust and a professional image | 50% |
| Attract new business and increase local awareness | 48% |
| Stand out from competitors | 28% |
| Make your business easy to find with clear contact information | 22% |
| To make the van look better or more appealing | 13% |
| To cover up signs of wear on an older van | 4% |
At the other extreme, the reasons for not branding their van is much more varied and more closely matched with crime a key motivation.
| Reason | Percentage |
| Attracting unwanted attention | 31% |
| Risk of complaints if reckless driving is noticed by the public | 29% |
| Higher repair costs if damaged or vandalised | 22% |
| Prefer a discreet or minimal business presence | 19% |
| Increased risk of theft | 18% |
| Branding is too expensive | 17% |
| Branding feels unnecessary for my business | 16% |
| Concerns about wear and tear to the van from signage | 13% |
| No concerns, just choose not to | 10% |
| Branding limits flexibility if I change services or locations | 8% |
For those who do invest in a professional look, the price tag can be steep. A total of 31% spend between £751 and £1,000 on their van’s design, with a dedicated 12% paying over £1,000, and some going all-in with £3,000+ premium wraps.
| Average spent on van signage (£) | Percentage |
| Under £50 | 3% |
| £51–£100 | 9% |
| £100–£250 | 15% |
| £251–£500 | 14% |
| £501–£750 | 17% |
| £751–£1,000 | 31% |
| £1,001–£2,000 | 5% |
| £2,001–£3,000 | 3% |
| Over £3,000 | 4% |
Having a branded van is often seen as an advert for theft, and of those van drivers surveyed who have a branded vehicle a massive 54% have experienced some kind of theft, theft attempt or vandalism as a result of having van signage.
| Experience linked to vehicle branding | Percentage |
| Experienced theft, attempted theft, or vandalism | 54% |
| No related incidents | 39% |
| Unsure | 8% |
As a result, a total of 70% of drivers believe that a branded van increases the risk of theft. Just 18% think it will make no difference, while 7% believe that it will depend on the location.
| Opinion | Percentage |
| Yes, significantly increases risk | 26% |
| Yes, slightly increases risk | 44% |
| Makes no difference | 18% |
| Depends on location or circumstances | 7% |
| Unsure | 5% |
With theft from vans such as rising crime, and with so much concern it’s not surprising that drivers are reacting to the fear of theft, loss of earnings and the cost of replacing tools and products. Tool theft from vans increased by 25% last year.
More than 40% have removed the branding from their vans because of security concerns, while 14% are considering doing the same.
| Action taken | Percentage |
| Removed branding due to security concerns | 42% |
| Considering removing branding | 14% |
With so many van drivers rethinking whether to put their business name on display, the findings reveal a tricky trade-off between visibility and vulnerability. For many, though, a van livery that makes you stand out as a potentially profitable target for thieves is too high a price to pay for standing out on the road.
