A rim is provided for a bicycle wheel having an axis about which the wheel rotates and a center plane normal to the axis, including a tire-engaging portion located at an outer perimeter of the rim. An inner perimeter portion is located radially inwardly from the tire-engaging portion. The rim includes a first sidewall and a second sidewall spaced from the first sidewall. The first and second sidewalls extend between the tire-engaging and inner perimeter portions. An image receiving area is located on each of the first and second sidewalls and a non-contact printed graphic is disposed on at least some of the image receiving area.