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Have you considered spinners? Or rather spinners that don't spin while the wheel does?
The Rolls-Royce Phantom has anti-spinners — the "RR" logo in the center of the hub is mounted on a spinner with an offset weight designed to ensure that the logo is always the right way up when the car is parked. The hubometers used on large trucks and buses operate basically by this same principle, but uses a liquid to reduce drag as its means to stay stationary as the wheel itself turns, rather than being counter-balanced on a roller bearing. In the 1995 film Batman Forever, the wheels on the Batmobile used a counter-rotating gear assembly to keep the bat-emblem hubcaps upright when the wheels were in motion.
What I'm thinking is you could cover most of the tire, with voids where it bulges from ground contact or where might hit the fender, and still have it project out enough from the wheel to be flush with the car's side.
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