"A lot of departments have vehicles that are similar to ours," Rivera said. "They don't know Valencia County units."

He said the markings allow citizens to easily identify the police cars and, if necessary, lodge complaints about deputies driving, allowing him to mete out discipline.

Rivera had his name and the Valencia County Sheriff's Office website placed on about 50 marked units five months ago. He said the markings cost $250, which was paid for by the county.

He said it is no different than official stationary or the sign in front of the department that also bears his name. If he loses the election, he said the next sheriff will have to pay $250 to put his own name on the units.

The vehicle Rivera drives, as well as that of the undersheriff, did not receive the decals because those units are unmarked, Rivera said.

He said he wants citizens to know that he is the sheriff, and that some people in the department have identified themselves as the sheriff. He wants to clear up any misunderstanding.

Rivera was elected in 2006 and is campaigning for a second term this year. He said despite placing the name on the cars late in his term, it wasn't a campaign move.

"I did it because I'm still the sheriff," he said. "I want the public to come in and talk to the sheriff. I'm here for the people. I've been here for the people and I will continue to be here for the people."

Rivera said the people making an issue out of the signs are his opponents in the election.

"Some people are making it a political thing," he said. "Anything I do is for the betterment of the department. They are trying to turn things around."