03 T HE V ISU A L S TA ND A R DS GUIDE
03 T HE V ISU A L S TA ND A R DS GUIDE
Contents NEW VISION 10 IDENTITY HISTORY 12 NEW LOGO
LOGO STANDARDS 16 LOGO ANATOMY 18 ALTERNATE VERSIONS 20 LOGO SIZE CHART 22 LOGO DONT'S
VISUAL STANDARDS 26 TYPOGR APHIC STANDARDS 30 MAIN LOGO / BR AND COLORS 32 APPROVED SYSTEM COLORS 34 BUSINESS SYSTEM
EXTENSIONS 38 BR AND CHART 40 BR AND EXTENSIONS LIST In Book 1, a brand strategy was built for the Tonka brand, and the mission statement and keywords guided the visual development. In Book 2, a new logo was developed, paved the way for the new look and feel of the Tonka brand. In this book, we'll present the identity system and standards of the New Tonka, and set up transition to the web-story.
01
Our mission is to f and wild imaginat Indestructible "No one can defeat me."
Imaginative "Be anything I want."
Wild "Gettin’ dirty."
foster tough, playful tions.
IDENTITY HISTORY NEW LOGO
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TONKA
IDENTITY HISTORY
Identity History • What the brand does: Tonka is an American producer of toy trucks, which was known for making steel toy models of construction type trucks and machinery. • Who they do it for: Kids. • Why they do it: Utilize their durability to get kids moving, thinking, rearranging things, and enlighten them about the career path in real life. As the first toy truck of many people who grew up in the 50s, Tonka always resonates with people. It is the indestructible steel toy truck, the representative of imaginative play, and the fond childhood memories to many people. As the toy for kids, it was not only durable but also highly educational. While playing with Tonka, children were engaged in activities, thinking, and even orchestrating their own roles and creating stories to bring themselves into real life.
Rebranding Objective Tonka had its ups and downs as it expanded too many production lines and acquired other products, it was eventually heavily in debt and acquired by Hasbro. It succumbed to the market, focused on producing plastic toys. Tonka has lost many good qualities, but the name—and the memories—live on. It carries narratives of many people. It survives endless crashes and dirt pile adventures. People should be aware of that Tonka belongs to the wild, rather than stopping here. Then, Tonka will go far beyond produce toy models for kids, there is potential for expansion in a tough and playful way which actually goes back to it’s origin of creating great adventures, fun memories and shaping careers. Tonka’s “heart of steel”, its spirit should be perpetuated and used to effect more people, get them running the imaginations wild in a tough and playful way, and let them be anything they want to be.
IDENTITY HISTORY
1962-1969
1974-1975
Present
TONKA
1970-1973
1976-1977
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TONKA
NEW LOGO
New Logo Based on the mission statement and keywords, Tonka’s final logo is consists of symbol and wordmark. In the logo, the brand’s initial letter T and the graphic elements are combined to create a solid and sharp shape of the shield, they convey the soul of Tonka—toughness. The workmark is created based on the symbol, they have the same composition, which maintains the consistency and reflects a playful feeling. The overall color selections are bright and bold, which expresses the imaginative, energetic and wild impression.
T
+
+
NEW LOGO
TONKA
Symbol Signature
Wordmark
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02
“The best icons ar signs than graphic
re more like traffic c illustrations.” —Susan Kare
LOGO ANATOMY ALTERNATE VERSIONS LOGO SIZE CHART LOGO DONT'S
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TONKA
LOGO ANATOMY
Logo Anatomy When putting Tonka symbol and wordmark together as the primary logo, the proportion and the space between each should follow the standard guide which is shown on the anatomy. The “X”represents the width of the vertical stroke of the letter T. Clear space: Around the symbol and wordmark should keep at least 2X clear space. There shouldn’t be any graphic, text or other sorts of element within this area.
17X
2X
2X 45°
45°
2X
2X
1/2X 4X
2X
2X 45°
2X
45°
45°
2X X
1/2X
X = width of the vertical stroke of the letter T.
LOGO ANATOMY
11X
2X
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TONKA
2X
2X
2X
X
X
15X
45째
45째
45째
45째
X
2X
2X
2X
X
X
X
2X
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TONKA
ALTERNATE VERSIONS
Alternate Versions Two colors
Vertical signature
Horizontal signature
Symbol only
Wordmark only
ALTERNATE VERSIONS
B&W
TONKA
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TONKA
LOGO SIZE CHART
Logo Size Chart The following chart is the dimension restriction which shows the standard and minimum sizes of the logo to help using our new logo with optimal readability. It is important to use the logo with the appropriate size in different media and format.
LOGO SIZE CHART
Logo Version
Signature
Horizontal
(24)mm (in width)
(18)mm (in width)
(12)mm (in width)
(6)mm (in width)
Below (6)mm, do not print // minimum logo size (6)mm
TONKA
Symbol
Wordmark
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TONKA
LOGO DONT'S
Logo Dont's Using the logo incorrectly can introduce confusion and inconsistency in the Tonka brand. The examples on this page illustrate some, but not all, potential misuses of the logo.
LOGO DONT'S
Do not rotate the logo unless packaging materials dictate.
Do not reverse colors of the logo.
Do not use gradient color.
TONKA
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Do not use drop shadows.
TONKA
Do not use outline.
Do not stretch the logo.
Do not use incorrect typeface for wordmark.
Do not place the logo on the background with same color tone or busy pattern.
Do not use unapproved color.
Do not change the kerning of the wordmark.
Do not change the proportion of the symbol and wordmark.
Do not add third color to the logo.
03
“Design creates cu values. Values det
ulture. Culture shapes ermine the future.” —Robert L. Peters TYPOGRAPHIC STANDARDS MAIN LOGO / BRAND COLORS APPROVED SYSTEM COLORS BUSINESS SYSTEM
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TONKA
TYPOGRAPHIC STANDARDS
Typographic Standards The typeface is key elements of design that shape the impression of our brand and the user experience itself. It must be used consistently along with visual elements and publicaiton formants to build and maintain our new look.
Balboa [ TYPEFACE FOR TITLE ]
Balboa is a display design combining elements of early sans serif and grotesque types with contemporary types. As a display font, it has a rich font family, appropriate usage can make a clear hierarchy. The concise and bright sans serif typeface is very easy to catch the attention. In addition, its font structure gives a solid and tough feeling, in line with the soul of the Tonka brand. Its grotesque evolution and combination can also reflect the evolution of the Tonka brand in history, connecting the past and leading the contemporary.
TYPOGRAPHIC STANDARDS
TONKA
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Balboa Condensed
Balboa Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 6 7 8 9 0 (~!@#$ £
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 (~ ! @ # $ £
Balboa Ultra Light
Balboa Extra Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 6 7 8 9 0 (~ ! @ # $ £
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 6 7 8 9 0 (~ ! @ # $ £
Balboa Light
Balboa Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123 4 5 6 7 8 9 0 (~ ! @ # $£
A B C DE F GHI JK L MNOP Q R S T U V W X Y Z ab c de fg hij k lmnop qr s tu v w x y z 123 4 56789 0 (~!@# $£
Balboa Medium
Balboa Extra Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 6 7 8 9 0 (~!@ # $ £
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (~!@#$£
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TONKA
TYPOGRAPHIC STANDARDS
Typographic Standards
Chaparral [ TYPEFACE FOR SUBTITLE AND BODY TEXT ]
Chaparral is the work of type designer Carol Twombly and combines the legibility of slab serif designs popularized in the 19th century with the grace of 16th century roman book lettering. The result is a versatile, hybrid slab-serif design. As a versatile slab-serif font, it is easy to read, elegant and practical. Its hybrid character determines that it can express both a tough feeling and an imaginative side. Just like the Tonka brand itself, it is multi-faceted which has the tough, technological side, but also has the flexible and creative side.
TYPOGRAPHIC STANDARDS
TONKA
Chaparral Light
Chaparral Light Italic
A B C DEFGH I J K L M NOPQR S T U V W X Y Z a b cde fg h ijk l m nop qr st uv w x y z 1 23 4 5678 9 0 (~!@ #$£
A BC DEFGH I J K L M NOPQR S T U V W X Y Z a b cdefghijk lmnop qrst uv w x yz 123 4 5678 9 0 (~!@ # $£
Chaparral Regular
Chaparral Italic
A B C DEFGH I J K L M NOPQR S T U V W X Y Z a b cdefg h ijk l m nop qrst uv w x y z 1 23 4 5678 9 0 (~!@ #$£
A BC DEFGH I J K L M NOPQR ST U V W X Y Z a bcdefghijk lmnopqrs t u v w x yz 123 4 5678 9 0 (~!@ # $£
Chaparral Semibold
Chaparral Semibold Italic
A B C DEFGH I J K L M NOPQR S T U V W X Y Z abcdefg h ijk l m nop qrst uv w x y z 1 23 4 56789 0 (~!@ #$£
A BC DE FGHI JK L M NOPQR ST U V W X Y Z a b cdef ghijk lmnopq rs t u v w x y z 1234 5678 9 0 (~!@ # $£
Chaparral Bold
Chaparral Bold Italic
A B C DE FGH I J K L M NOP QR S T U V W X Y Z ab cde fg h ijk l m no pq rst uv w x y z 1 2 3 4 5 678 9 0 (~!@ # $£
A BC DE FGH IJK L M NOPQR ST U V W X Y Z a b c d e f gh i j k l m n o p q r s t u v w x y z 12345678 9 0 (~!@ # $£
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TONKA
MAIN LOGO / BRAND COLORS
Main Logo/Brand Colors The Tonka color palette is bold, energetic and imaginative. Based on our mission statement and keywords, the color palette is inspired by nature. The yellow scheme—which represents the bonfire, contrasting with the black—which represents the night. It outlines the camping scene and expresses the tough, free and wild feelings that Tonka aims to bring to people. To maintain consistency, it is essential that our colors are always reproduced accurately. This page indicates color values for the Tonka identity broken down by PANTONE® colors, CMYK, RGB, and HEX values.
SECTION TITLE
PANTONE: #172c, #2028u
PANTONE: #716c, #144u
C:0 M:85 Y:90 K:0
C:5 M:65 Y:100 K:0
R:251 G:74 B:41
R:237 G:123 B:36
HEX: #fb4a29
HEX: #ee7b23
PANTONE: #1235c, #109u C:0 M:25 Y:100 K:0 R:235 G:187 B:48 HEX: #fdbb30
PANETONE: BLACK
PANETONE: WHITE
C:0 M:0 Y:0 K:100
C:0 M:0 Y:0 K:0
R:0 G:0 B: 0
R:255 G:255 B: 255
HEX: #000000
HEX: #ffffff
TONKA
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TONKA
APPROVED SYSTEM COLORS
Approved System Colors The emotional values attached to colors can help communicate specific messages to individual audiences. Use this chart as a guide when putting together your Tonka communications. Note that our active gray is versatile enough to be used in a warm or cool palette.
SECTION TITLE
Wild, Energetic, Warm
Technological, Serious, Cold
TONKA
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04
“A brand “It is onlyisbythe assoc set a service, astories memories, busine that ataken that, logo takes togetho It derives itsdecisio consumer’s mean from the quality product or service of th
ciation t of expectations, with a product, sess, andorrelationships a corporation her, on any account real meaning. for a ning on toand choose usefulness one ehat over which another.” it symbolizes.” —Paul Rand —Seth Godin BRAND EXTENSIONS CHART LIST BRAND CHART EXTENSIONS LIST
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TONKA
BRAND CHART
Brand Chart Products PR01: Tonka outdoors goods & camping equipment PR02: Tonka fitness equipment PR03: Tonka energy station Services SE01: Tonka physical fitness test SE02: Tonka private training SE03: Tonka guardians Environments EN01: Tonkatown EN02: Tonka community fitness area EN03: Tonka extreme sports park EN04: Tonka gym Experiences EX01: Tonka rescue team EX02: Tonka shooting course EX03: Tonka rehabilitation centre EX04: Tonka drug rehabilitation centers Educational Opportunities ED01: Tonka survival training course ED02: Tonka public speaking & debate camps ED03: Tonka emergency preparedness Events EV01: Tonka competition day EV02: Tonka robot combat competition EV03: Tonka disabled games Co-branding Opportunities CO01: Tonka+The North Face CO02: Tonka+School curriculum CO03: Tonka+Apple
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BRAND CHART
Spirit
TONKA
Body
SE02 EN04 SE01 EX03 EX04 EV03 CO02 ED03
EN01 EX02 ED02
PR03 EN02 CO03
EX01
Tough
EV02
SE03
EN03 ED01 EV01
PR01 PR02 CO01
Stuff
Environment
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TONKA
BRAND EXTENSIONS LIST
The Brand Extensions List B PR03
EN02
Tonka energy station
Tonka community fitness area
This product line produces fitness related foods, beverages and health products like energy bar, protein powder, etc.
This is a place that provides fitness areas for communities.
Tonka is devoted to help people build healthy bodies. The energy station can effectively help fitness people reach their goals faster and better.
Tonka community fitness area provides public fitness space and widely applicable and playful fitness equipment to the residents in order to give everyone the chance to get fitness, especially for the elderly and children.
• Mission-focus: The Tonka energy station underscores our commitment to foster tough, playful and wild imaginations by providing people with fitness related foods, beverages and health products, cooperating with fitness activities to improve the fitness effect and eventually make them physically tough.
• Mission-focus: The Tonka community fitness area underscores our commitment to foster tough, playful and wild imaginations by providing people with public fitness space and widely applicable / playful fitness equipment to allow everyone to get fitness and eventually make them physically tough in a more relaxed and playful way.
• Similar to: GNC, Life Time Health Store, ATP Science.
• Similar to: National Fitness Campaign, Hayes Valley Playground.
• Different: Unlike others, Tonka energy station's products serve its gyms, Tonka fitness line aim on creating a comprehensive fitness service.
• Different: Unlike others, Tonka has its own product line of fitness equipment, which is safe and reliable.
SE01
CO03
Tonka physical fitness test
Tonka+Apple
This service provides people with fitness tests.
This is a co-operative program between Tonka's application and apple devices, which aims at monitoring people's health condition.
Tonka keeps an eye on people's health. Through the tests, people can have a clear understanding of their physical condition and get effective advice to improve it. • Mission-focus: The Tonka physical fitness test underscores our commitment to foster tough, playful and wild imaginations by providing people with fitness tests to let them know about their physical condition, giving them professional and effective advice based on the test results to help them improve and eventually make them physically tough. • Similar to: Ace Any Military PFT, FITNESSGR AM®. • Different: Unlike others, the Tonka physical fitness test is the part of Tonka fitness line, which aims to provide people with comprehensive fitness services.
Tonka cooperates with apple devices to help people monitor their health conditions, and put forward plans to help them maintain the health based on the results. • Mission-focus: The Tonka+Apple underscores our commitment to foster tough, playful and wild imaginations by monitoring people’s health conditions with apple devices, providing reasonable suggestions and plans based on the results to help them improve and eventually make them physically tough. • Similar to: Bonne Belle & Dr. Pepper, Apple + Nike. • Different: Unlike others, this program is the part of Tonka fitness line.
BRAND EXTENSIONS LIST
TONKA
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SE02
EN04
Tonka private training
Tonka gym
This is a service that provides clients with personal, professional physical training.
This is a space that provides people with professional fitness experience.
Tonka's private trainer is professional and patient, which is the best choice for people to get fitness instructions.
Tonka gym has good environment and high-quality fitness equipment. Whether you have fitness experience or not, you can get a good fitness experience here.
• Mission-focus: The Tonka private training underscores our commitment to foster tough, playful and wild imaginations by providing people with private and professional fitness instructions to help them get effective workout while increasing the willpower and eventually make them physically and mentally tough.
• Mission-focus: The Tonka gym underscores our commitment to foster tough, playful and wild imaginations by providing people with dedicated spaces, professional fitness equipment and services to help them exercise professionally and effectively and eventually make them physically tough.
• Similar to: Celebrity Fitness, Fitness Tutor.
• Similar to: Kinetic Playground, Gold’s Gym, Crunch Gym.
• Different: Unlike others, Tonka's private tutor can serve its own gym.
• Different: Unlike others, Tonka gym has a comprehensive system of fitness venues, equipment, trainers and provides fitness supplies.
CO02
EV03
Tonka+School curriculum
Tonka disabled games
This is a collaborative curriculum that teaches students self-protection knowledge and skills.
This is a sports event dedicated to disabled people.
Tonka cooperates with schools to offer self-defense/self-rescue courses. It is important for young people to focus on study, but it is also necessary to learn some knowledge and skills of self-protection.
Tonka provides such opportunities for disabled people to participate in sports events, which not only enables them to feel the passion of sportsmanship like ordinary people, but also enables the public to feel the positive energy.
Mission-focus: The Tonka+School curriculum underscores our commitment to foster tough, playful and wild imaginations by teaching people with professional self-defense knowledge and skills to help them protect themselves in an emergency while strengthening the psychological quality in exercises and eventually make them physically and mentally tough.
• Mission-focus: The Tonka disabled games underscores our commitment to foster tough, playful and wild imaginations by providing people with the opportunities to participate in sports events to let them push the physical limits and experience the sportsmanship in
• Similar to: Courses that are shared between campuses.
• Similar to: Adapt2Achieve regional conferences, paralympic, BlazeSports.
• Different: Unlike others, Tonka works with institutions to offer professional courses both online and offline.
• Different: Unlike others, Tonka's tough spirit perfectly matches the theme and leads the competition and participants to a positive side.
a wild and tough environment and eventually make them physically and mentally tough in a positive and playful way.
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TONKA
BRAND EXTENSIONS LIST
St PR01
PR02
Tonka outdoors goods & camping equipment
Tonka fitness equipment
This product line provides people with tough, high-quality outdoor supplies and camping equipment.
This product line provides people with tough, high-quality fitness equipment.
Tonka's professionalism in the industrial production is beyond doubt. Its products have good reputations, such as tents, knives, mountain shovels and so on.
The tough quality of Tonka’s production is renowned throughout the industry, so their fitness equipment can become a good helper to assist people in getting fitness.
• Mission-focus: The Tonka outdoors goods & camping equipment underscores our commitment to foster tough, playful and wild imaginations by providing people with tough and reliable products, giving them a powerful assistant to participate in wild activities.
• Mission-focus: The Tonka fitness equipment underscores our commitment to foster tough, playful and wild imaginations by providing people with tough, high-quality fitness equipment to assist them in doing exercises safely and professionally and eventually make them physically tough.
• Similar to: REI, Last Minute Gear.
• Similar to: Life Fitness, San Rafael store.
• Different: Unlike others, Tonka's product lines are not eager to expand their services, but focus more on the quality of the products, some of which can even become collections.
• Different: Unlike others, Tonka fitness equipment can directly serve its own gyms.
CO01
SE03
Tonka+The North Face
Tonka guardians
This is a co-operative product line with The North Face that creates trusted, comprehensive outdoor gears.
This service provides people with professional protections.
Tonka cooperates with authoritative outdoor activity brands, which is an opportunity to expand the business and increase the popularity. • Mission-focus: The Tonka+The North Face underscores our commitment to foster tough, playful and wild imaginations by providing people with tough, trusted and comprehensive outdoor gears, giving them a powerful assistant to participate in wild activities. • Similar to: Bonne Belle & Dr. Pepper, Apple + Nike. • Different: Unlike others, Tonka's choice of cooperative brands is closely related to itself. Both of them have significant advantages and complement each other.
Tonka has strong and reliable staffs who can provide professional bodyguard services for clients at any time and location. • Mission-focus: The Tonka guardians underscores our commitment to foster tough, playful and wild imaginations by providing people with solid and reliable bodyguard services to allow them to feel safe and free to go to the wild. • Similar to: LaSorsa & Associates, USPA Nationwide Security, Global Threat Solutions. • Different: Unlike others, Tonka's bodyguards come from all over the world and are strictly certified.
BRAND EXTENSIONS LIST
TONKA
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Sp EN01
EX03
Tonkatown
Tonka rehabilitation centre
This is a dedicated space for spreading the Tonka culture and displaying Tonka products.
This is a place that provides disabled people with professional rehabilitation treatments.
The Tonka brand has a long history, it carries lots of memories and stories, which deserves a dedicated place to present them.
Tonka’s professional environment and team will help people regain the health and build up the willpower effectively.
• Mission-focus: Tonkatown underscores our commitment to foster tough, playful and wild imaginations by creating a dedicated, interactive space to present its culture, stories, products and concepts, demonstrating the inheritance process of Tonka's tough spirit to infect people and eventually make them mentally tough in a novel and playful way.
• Mission-focus: The Tonka rehabilitation centre underscores our commitment to foster tough, playful and wild imaginations by providing people with professional physical and mental rehabilitation treatments to help them recover the health and face life positively and eventually make them physically and mentally tough.
• Similar to: Niketown, The Adidas' store.
• Similar to: Disability Rehabilitation Center Inc, Pomeroy Recreation & Rehabilitation Center.
• Different: Unlike others, Tonkatown carries people's own memories and stories, which can resonate with many people.
• Different: Unlike others, Tonka is well known for its tough spirit, which makes people feel authoritative and trustworthy.
ED02
EX02
Tonka public speaking & debate camps
Tonka shooting course
This is a youth camp that provides young people with fun, outdoor speaking & debate trainings.
This is a course that teaches people how to use guns correctly.
Tonka provides the chance for youth to speak in front of people. The outdoor environment is fresh and natural, which helps the speakers relieve the pressure.
In a society where guns are legal, it is necessary to learn how to use them correctly. Tonka teaches people how to use guns properly to defend themselves in a crisis.
Mission-focus: The Tonka public speaking & debate camps underscores our commitment to foster tough, playful and wild imaginations by providing them with the chance to speak up in front of people in a playful and wild environment to help them overcome the fear and boost the confidence and eventually make them mentally tough in a playful way.
• Mission-focus: The Tonka shooting course underscores our commitment to foster tough, playful and wild imaginations by teaching people how to use guns properly to allow them to protect themselves effectively in an emergency while strengthening the psychological quality in exercises and eventually make them physically and mentally tough.
• Similar to: The Practice Space, Capitol Debate.
• Similar to: NRA, Universal Shooting Academy, SIG SAUER Academy.
• Different: Unlike others, Tonka attracts parents who have been loyal to its brand.
• Different: Unlike others, Tonka offers online and offline courses.
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BRAND EXTENSIONS LIST
E ED03
EN03
Tonka emergency preparedness
Tonka extreme sports park
This is a program teaches people how to deal with critical scenarios.
This is a park built for the extreme sports such as skateboarding, cycling and rock climbing.
Tonka teaches people how to deal with emergencies through online and offline courses, helps people learn how to survive attacks, natural disaster and other emergencies. • Mission-focus: The Tonka emergency preparedness underscores our commitment to foster tough, playful and wild imaginations by teaching people how to deal with critical scenarios to allow them to quickly respond to an emergency and save themselves while strengthening the psychological quality in exercises and eventually make them physically and mentally tough. • Similar to: Ready, SafePlans, Coursera.
Tonka creates dedicated venues for people who love extreme sports, and encourages everyone to take part in such exciting outdoor activities. • Mission-focus: The Tonka extreme sports park underscores our commitment to foster tough, playful and wild imaginations by providing people with dedicated venues to let them push the limits and exercise the willpower in a wild, tough and challenging environment and eventually make them physically and mentally tough in a playful way. • Similar to: Potrero Skatepark, Xtreme Action Park.
• Different: Unlike others, Tonka offers online and offline courses.
• Different: Unlike others, the spirit of Tonka is the image and the inspirational symbol of that park.
EX04
ED01
Tonka drug rehabilitation centers
Tonka survival training course
This is a place that provides rehabilitation treatments to drug addicts.
This is a survival training course which provides people with survival experience and skills.
Through Tonka’s professional and responsible drug rehabilitation treatments, drug addicts can get rid of drugs, regain the health and have a strong will.
Tonka knows how to survive in adversity. It has the ability to educate the public on how to create vitality in difficult circumstances.
• Mission-focus: The Tonka drug rehabilitation centers underscores our commitment to foster tough, playful and wild imaginations by providing people with professional physical and mental rehabilitation treatments to help them get rid of drugs, recover the health and face life positively and eventually make them physically and mentally tough.
• Mission-focus: The Tonka survival training course underscores our commitment to foster tough, playful and wild imaginations by teaching people survival skills in a wild and tough environment to help them strengthen the bodies and honing the will and eventually make them physically and mentally tough.
• Similar to: Elevate Addiction Services, AKUA, The Hope House.
• Similar to: The Boulder Outdoor Survival School, Sigma 3 Survival School.
• Different: Unlike others, Tonka is well known for its tough spirit, which makes people feel authoritative and trustworthy.
• Different: Unlike others, Tonka itself has survived in the long history and adversity.
BRAND EXTENSIONS LIST
EV01
TONKA
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EX01
Tonka competition day
Tonka rescue team
This is a meaningful competition day that provides people with a variety of challenging events.
This is a spontaneous organization that gathers enthusiastic and professional rescuers.
Tonka holds outdoor competitions like marathon, cross-country, tug-of-war and other activities at that day.
Tonka builds up rescue teams with professional and experienced rescuers to perform difficult rescue missions.
• Mission-focus: The Tonka competition day underscores our commitment to foster tough, playful and wild imaginations by encouraging people to take part in competitive and playful outdoor activities to let them push the physical limits and experience the sportsmanship in a wild and tough environment and eventually make them physically and mentally tough in a positive and playful way.
• Mission-focus: The Tonka rescue team underscores our commitment to foster tough, playful and wild imaginations by leading people to perform difficult rescue missions to exercise their physical and psychological qualities in wild and tough environments and eventually make them physically and mentally tough.
• Similar to: Crick Run, Rock 'n' Roll road running. • Different: Unlike others, The core concept of Tonka fits this theme well. EV02
Tonka robot combat competition This is a hot-blooded competition hosted by Tonka. Such a passionate competition can show people's creativity, personality, and stimulate the survival consciousness and the spirit of competition. • Mission-focus: The Tonka robot combat competition underscores our commitment to foster tough, playful and wild imaginations by encouraging people to participate in competitive activities to let them show the indomitable quality in a competitive and tough atmosphere and eventually make them mentally tough in a playful way. • Similar to: The Battle In ‘Burgh’ , Extreme STEM. • Different: Unlike others, Tonka provides robots from its own product line.
• Similar to: Everlane, Tide. • Different: Unlike others, the Tonka rescue team are organized spontaneously, their members get together because of the Tonka spirit. The cohesion from the public is even more touching.
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TONKA
BRAND EXTENSIONS LIST
St
PR01:
Tonka Outdoors Goods & Camping Equipment This product line provides people with tough, high-quality outdoor supplies and camping equipment. Tonka's professionalism in the industrial production is beyond doubt. Its products have good reputations, such as tents, knives, mountain shovels and so on. • Mission-focus: The Tonka outdoors goods & camping equipment underscores our commitment to foster tough, playful and wild imaginations by providing people with tough and reliable products, giving them a powerful assistant to participate in wild activities. • Similar to: REI, Last Minute Gear. • Different: Unlike others, Tonka's product lines are not eager to expand their services, but focus more on the quality of the products, some of which can even become collections.
BRAND EXTENSIONS LIST
TONKA
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BRAND EXTENSIONS LIST
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ED01:
Tonka Survival Training Course This is a survival training course which provides people with survival experience and skills. Tonka knows how to survive in adversity. It has the ability to educate the public on how to create vitality in difficult circumstances. • Mission-focus: The Tonka survival training course underscores our commitment to foster tough, playful and wild imaginations by teaching people survival skills in a wild and tough environment to help them strengthen the bodies and honing the will and eventually make them physically and mentally tough. • Similar to: The Boulder Outdoor Survival School, Sigma 3 Survival School. • Different: Unlike others, Tonka itself has survived in the long history and adversity.
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Tonka Rescue Team This is a spontaneous organization that gathers enthusiastic and professional rescuers. Tonka builds up rescue teams with professional and experienced rescuers to perform difficult rescue missions. • Mission-focus: The Tonka rescue team underscores our commitment to foster tough, playful and wild imaginations by leading people to perform difficult rescue missions to exercise their physical and psychological qualities in wild and tough environments and eventually make them physically and mentally tough. • Similar to: Everlane, Tide. • Different: Unlike others, the Tonka rescue team are organized spontaneously, their members get together because of the Tonka spirit. The cohesion from the public is even more touching.
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Tonka Public Speaking & Debate Camps This is a youth camp that provides young people with fun, outdoor speaking & debate trainings. Tonka provides the chance for youth to speak in front of people. The outdoor environment is fresh and natural, which helps the speakers relieve the pressure. Mission-focus: The Tonka public speaking & debate camps underscores our commitment to foster tough, playful and wild imaginations by providing them with the chance to speak up in front of people in a playful and wild environment to help them overcome the fear and boost the confidence and eventually make them mentally tough in a playful way. • Similar to: The Practice Space, Capitol Debate. • Different: Unlike others, Tonka attracts parents who have been loyal to its brand.
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EX03:
Tonka Rehabilitation Centre This is a place that provides disabled people with professional rehabilitation treatments. Tonka’s professional environment and team will help people regain the health and build up the willpower effectively. • Mission-focus: The Tonka rehabilitation centre underscores our commitment to foster tough, playful and wild imaginations by providing people with professional physical and mental rehabilitation treatments to help them recover the health and face life positively and eventually make them physically and mentally tough. • Similar to: Disability Rehabilitation Center Inc, Pomeroy Recreation & Rehabilitation Center. • Different: Unlike others, Tonka is well known for its tough spirit, which makes people feel authoritative and trustworthy.
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Tonka+School Curriculum This is a collaborative curriculum that teaches students self-protection knowledge and skills. Tonka cooperates with schools to offer self-defense/self-rescue courses. It is important for young people to focus on study, but it is also necessary to learn some knowledge and skills of self-protection. Mission-focus: The Tonka+School curriculum underscores our commitment to foster tough, playful and wild imaginations by teaching people with professional self-defense knowledge and skills to help them protect themselves in an emergency while strengthening the psychological quality in exercises and eventually make them physically and mentally tough. • Similar to: Courses that are shared between campuses. • Different: Unlike others, Tonka works with institutions to offer professional courses both online and offline.
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SE03:
Tonka Guardians This service provides people with professional protections. Tonka has strong and reliable staffs who can provide professional bodyguard services for clients at any time and location. • Mission-focus: The Tonka guardians underscores our commitment to foster tough, playful and wild imaginations by providing people with solid and reliable bodyguard services to allow them to feel safe and free to go to the wild. • Similar to: LaSorsa & Associates, USPA Nationwide Security, Global Threat Solutions. • Different: Unlike others, Tonka's bodyguards come from all over the world and are strictly certified.
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EN04:
Tonka Gym This is a space provides people with professional fitness experience. Tonka gym has good environment and high-quality fitness equipment. Whether you have fitness experience or not, you can get a good fitness experience here. • Mission-focus: The Tonka gym underscores our commitment to foster tough, playful and wild imaginations by providing people with dedicated spaces, professional fitness equipment and services to help them exercise professionally and effectively and eventually make them physically tough. • Similar to: Kinetic Playground, Gold’s Gym, Crunch Gym. • Different: Unlike others, Tonka gym has a comprehensive system of fitness venues, equipment, trainers and provides fitness supplies.
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EV03:
Tonka Disabled Games This is a sports event dedicated to disabled people. Tonka provides such opportunities for disabled people to participate in sports events, which not only enables them to feel the passion of sportsmanship like ordinary people, but also enables the public to feel the positive energy. • Mission-focus: The Tonka disabled games underscores our commitment to foster tough, playful and wild imaginations by providing people with the opportunities to participate in sports events to let them push the physical limits and experience the sportsmanship in a wild and tough environment and eventually make them physically and mentally tough in a positive and playful way. • Similar to: Adapt2Achieve regional conferences, paralympic, BlazeSports. • Different: Unlike others, Tonka's tough spirit perfectly matches the theme and leads the competition and participants to a positive side.
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Sources
Tonka Corporation History http://www.fundinguniverse.com/company-histories/tonka-corporation-history/
Tonka https://en.wikipedia.org/wiki/Tonka
12 Days of Minnesota Christmas: Classic Tonka Truck Born On The Shores of Lake Minnetonka https://www.twincities.com/2012/11/28/12-days-of-minnesotachristmas-classic-tonka-truck-born-on-the-shores-of-lake-minnetonka
Big Wheels Heavy Steel+Mud & Dirt=Big Fun http://www.jeffs60s.com/tonka.php
Imagery Pixabay Flickr Unsplash
DESIGNER Xiaoqian(Una) Li
CLASS GR604: The Nature of Identity
INSTRUCTOR Hunter Wimmer
SEMESTER Fall 2019
INSTITUTION Academy of Art University, San Francisco, CA
PHOTOGRAPHY Pixabay Flickr Unsplash
TYPEFACES Chaparral Pro Gill Sans
BINDERY Chum’s Design & Print
This book is a non-commercial project for education purposes and is not intended to represent the Tonka brand.