TONKA: BRAND STANDARDS • i
BRAND STANDARDS
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LIFE CAN BE A BATTLE.
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PEOPLE WILL WALK ALL OVER YOU.
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TONKA: BRAND STANDARDS • ix
FIGHT BACK.
WHAT WE’RE MADE OF
TONKA TRADITION
01
Our History
02
The Test of Time
04
FORGING AHEAD
07
Who We Were
08
Who We Are Now
10
Who Needs Us
14
Sizing Up the Competition
INDESTRUCTIBLY BOLD
20
23
Our Logo Reforged
24
Blood, Sweat, and Tears
26
The Muscle of Our Mark
28
Tonka's Alpha Colors
31
Logo Do's
32
Logo Don'ts
35
Tough Type
36
Gritty Graphic Style
38
We Mean Business
TOOLS FOR SUCCESS Brand Extensions Tonka Brand Luxury Trucks Tonka Whiskey Bar & Distillery Tonka Business Casual Attire for Men & Women Tonka Hunting Equipment Tonka Fitness Centers
40
45 46 51 54 59 63 66
01
TONKA TRADITION
Our History The Test of Time
02 • Tonka Tradition
Our History
On September 18, 1946, Mound Metalcraft was created in Mound,
The impact of the Tonka truck concept has been enduring and
Minnesota with three men as partners, Lynn Everett Baker, Avery
per vasive, especially the Might y Dump Truck and associated
F. Crounse, and Alvin F. Tesch. The first products produced by
“Mighty” line of construction equipment models introduced from
the company were two versions of a metal tie-rack. Their original
1964. The all-metal “ Tonka Trucks” were sold throughout the
“The impact of the Tonka truck concept has been enduring and pervasive.” intent was to produce garden implements. Their building’s former
world and earned a reputation as being indestructible, although
occupant, the Streater Company, had made and patented several
the steel has been increasingly replaced by plastic from the late
toys. Despite this fact, E.C. Streater was not interested in the toy
1980s onwards for safety purposes.
business so they approached Mound Metalcraft. The three men at Mound Metalcraft thought they might make a good side line to
Despite being the nation’s third-largest toy company, increasing
their other products, although that was soon to change.
debt and poor sales during 1990’s holiday season caused Tonka to seek out buyers interested in acquiring the company. In early 1991
After some modifications to the design by Alvin Tesch and a new
Tonka agreed to be bought by Hasbro for roughly $516 million. In
logo created by Erling Eklof with the Dakota Sioux word Tonka,
2001, 55 years after Tonka’s founding, they were inducted into the
which means “Great ” or “Big”, the company began selling metal
National Toy Hall of Fame for their line of Mighty Tonka Trucks.
toys. This soon became their primary business. On November 23, 1955, Mound Metalcraft was renamed to Tonka Toys Incorporated. The new logo showed the Tonka Toys name in red above waves, presumably honoring nearby Lake Minnetonka.
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04 • Tonka Tradition
1946
1949
1955
Mound Metalcraft is founded by Lynn Everett Baker, Avery F. Crounse, and Alvin F. Tesch
Mound Metalcraft expands its product line to incorporate toy trucks.
Shifting towards an emphasis on toys, Mound Metalcraft changes its name to Tonka Toys Incorporated.
1964 Tonka acquires Mell Manufacturing Company. Tonka releases the signature series of Mighty Dump Trucks that would help them become a household name.
TONKA: BRAND STANDARDS • 05
2014 Tonka rebrands itself in order to revitalize its appearance and place in the world market.
1987
1991
2001
Tonka begins to transition from steel models to plastic models.
Due to poor Christmas sales from the previous year Tonka is purchases by Hasbro for an estimated $516 million.
55 years after its founding, Tonka is inducted into the National Toy Hall of Fame for its line of trucks.
02
FORGING AHEAD
Who We Were Who We Are Now Who Needs Us Sizing Up the Competition
08 • Forging Ahead
Who We Were
We have always prided ourselves on making tough, dependable toys for children. No matter how hard they play, our products have proven throughout the decades that they can withstand whatever punishment might come their way.
WHAT MADE US TOUGH SS Sturdy SS Dependable SS Indestructible SS Young SS Bulky
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10 • Forging Ahead
Who We Are Now
It's time to grow up and me a man; or woman, either one works. We are no longer content with making toys. We want to bring our reputation for being tough and indestructible to an older market. Word on the street is life can be pretty challenging, but we wouldn't know anything about that since we're too busy crushing it.
WHAT MAKES US TOUGH SS Strong SS Confident SS Unbreakable SS Sophisticated SS Bold
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DONʼT LIKE IT? TOUGH, TONKA TOUGH.
14 • Forging Ahead
“ You think you’re tough? Try giving birth, three times!”
GINA, 38 THE BURNT OUT MOM
Gina is a stay at home mom, who is looking for just a little time to relax. Keeping up with her children and general house chores, makes that seem like an impossibility. She would be grateful to any thing that might help take some of the edge off her day.
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“ It’s important to look as good as you feel, and I feel great.”
“ The term ‘co-worker’ is just a nice way of saying ‘soon to be subordinate.’”
BRET, 27
MICHAEL, 40
THE PARTY HARD PLAYBOY
THE BRUTAL BUSINESSMAN
Bret is an up and coming stockbroker who
Michael is the Vice President of a Fortune
is as smooth on the stock exchange floor
500 company and hopes to one day take
as he is on the dance floor. After a stressful
over as CEO. He didn't get where he is by
day at work he loves hitting up the local
making friends. Being in control of a group
hot spots and is rarely seen without his
of people gives him a sense of satisfaction
posse. His success with women has caused
that few things can. He has no patience for
him to lead a non-committal lifestyle. He
weakness, and will do anything to ensure
only invests in products that can keep up
he reaches the top. Anything that will help
with his fast paced demeanor.
him on his way up the corporate ladder is at least worth a glance.
16 • Forging Ahead
“ I can’t wait to go to my high school reunion and shove it in all their faces.”
“Adrenaline is my perfect drug.”
STEPHEN, 23
MANDY, 25
THE BETA MALE
THE GYM RAT
Stephen was picked on all throughout high
When Mandy isn't waiting tables she can
school for being scrawny, and due to that
be found at the gym. She loves the feeling
developed a severe case of low self-esteem.
of complete control she has over her body
Now that he has moved on to college he
when she is working out. She participates
sees an opportunity to transform himself
in a local women's soccer and volleyball
from a beta into an alpha. He has started
league, and she has developed what some
bulking up at the gym and socializing with
might call an overly competitive attitude
people despite the fact that it makes him
because of it. If it's not something that can
uncomfortable. He will buy anything that
help her stay fit or keep a competitive edge
might help speed up his transformation.
it is just dead weight.
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“ Going toe to toe with Mother Nature makes me feel alive.”
CHRIS, 32 THE OUTDOORSMAN
Chris is a construction worker who loves spending his off-time enjoying the great outdoors; fishing and hunting. Out in the wilderness things can get very dangerous at a moments notice. For this reason, Gar y needs to feel confident that the gear he brings with him can withstand the harsh environments he frequents.
18 • Indestructibly Bold
“ TOUGH TIMES NEVER LAST, BUT TOUGH PEOPLE DO.” —
ROBERT H. SCHULLER
Author and motivational speaker
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20 • Forging Ahead
SIZING UP THE COMPETITION We know, we know. Who could possibly compete with us? And you would be right to say, "no one." However, in the interest of building character we've decided to at least
DURABLE
mention a few names that might get thrown around, even if they don't stand a chance. SS Tonka UU LEGO
UU Tamiya UU Traxxis UU Matchbox UU Hot Wheels
YOUNG
OLD UU Tyco UU AMT UU Revel
FRAGILE
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TOUGH
UU Caterpillar UU Tonka (Then)
SS Tonka (Now) UU Cabela's UU Chevy
UU Jameson Whiskey UU Boy Scouts UU Old Spice
UU Total Fitness
PLAY
WORK
UU Hot Yoga
UU Business Retreat UU Bartles & Jaymes
SOFT
03
INDESTRUCTIBLY BOLD
Our Brand Reforged Blood, Sweat, and Tears The Muscle of Our Mark Logo Do's Logo Don'ts Tough Type Gritty Graphic Style We Mean Business
24 • Indestructibly Bold
Our Brand Reforged
Tonka has always been, and will always be, about being tough, but
The new Tonka appeals to both men and women alike, and provides
how we show that has changed. Without considering our audience,
them with the tools necessary to develop confidence and strength
old Tonka focused solely on making toys that could withstand
to take control of everyday life. In order to effectively communicate
“Tools necessary to develop confidence and strength to take control of everyday life.” any thing. An intern once stubbed his toe on a Tonka Truck and
this transformation to the public we have thrown our old logo back
cracked three ribs. OK, maybe that was an exaggeration, he just
into the fire, because lets face it, it was a little bulky. From its ashes
cracked one, but it helps prove the point that we need to not only
we have come forth with a whole new take on our logo, one that
make tough products, but tough people.
commands respect and leaves no one questioning whether or not we have what it takes.
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26 • Indestructibly Bold
BLOOD, SWEAT, AND TEARS* A lot went into the forging of our new mark. Hundreds of preliminar y sketches were made before finally deciding on the one mark that would go on to represent our brand. We took influence from the shield and anvil as we felt they communicated the characteristics of Tonka best. It would be a real shame if we didn't flex just a bit of the design process. If you got it, flaunt it!
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* No tears were actually shed during the design process.
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THE MUSCLE OF OUR MARK We hate to sound modest, but in order to get our logo looking this awesome we took ever y thing into consideration. Ever y shape, every angle, and every space was taken into account to ensure we had designed a logo that we could be proud of. The three 60 degree angles of the equilateral triangle serve as a symbol of confidence, while the bold “T” breaking through shows the strength that Tonka promises to instill in its audience. There are two things we are positive about; our logo looks great, and we might be a little shaky on the definition of "modest."
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7x
60˚
60˚
60˚
.25x x
.5x .25x .5x
49.75˚
x
x 49.75˚
.5x x
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COLORS SO BOLD, ITʼS LIKE A HEADBUTT TO YOUR EYEBALLS.
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TONKA’S ALPHA COLORS Tonka’s color palette represents our brand’s dedication to building strength and confidence through the use of bold, in-your-face colors. The dependable nature of Coal and Ferrous mixed with the energetic attitude of Cadmium makes sure everyone knows we mean business. For the sake of keeping our brand consistent it is required that these three colors are the only ones to be used when representing use across all forms of media.
CADMIUM
COAL
FERROUS
Pantone ©: Pantone 130 C
Pantone ©: Pantone Black 6 C
Pantone ©: Pantone 405 C
CMYK: C0 M40 Y100 K0
CMYK: C80 M70 Y60 K75
CMYK: C55 M50 Y60 K25
HEX: #FFC700
HEX: #111820
HEX: #60504D
RGB: 250R 170G 0B
RGB: 20R 25G 30B
RGB: 105R 95G 90B
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Reversed out on solid dark background
Without the wordmark
All black on light photo
Reversed out on dark photo
Just the wordmark
All black on solid light background
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DO IT. WE DARE YOU.
34 • Indestructibly Bold
DONʼT EVEN THINK ABOUT MESSING WITH US.
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Distorting the logo
Making the logo transparent
Adding texture to the logo
Stretching the logo
Outlining the logo
Changing the colors of the logo
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TOUGH TYPE Just like our hand picked color palette, we have also chosen two typefaces that will be used throughout our brand in order to keep consistency. The first typeface, Bree Serif, was picked due to it sharing specific design characteristics with our logo. The second typeface, Open Sans, was chosen as it pairs well with Bree Serif, while at the same time making up for it's lack of versatility.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!“”?&+/()™©@ BREE SERIF Although Bree Serif is limited to only one weight it works well for headings and display text and should only be used for those purposes. Do not use the typeface for anything below a point size of 16 as legibility quickly decreases as it gets smaller.
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!“”?&+/()™©@ OPEN SANS Open Sans is a ver y versatile typeface due to it having several weights at its disposal. It also pairs nicely with Bree Serif as they both share similar typeforms. Whatever Bree can't do, Open Sans can; so feel free to use the typeface for everything else.
38 • Indestructibly Bold
GRITTY GRAPHIC STYLE Taking influence from the shapes, angles, bevels, and rounded corners found within our logo we have developed a graphic style that must be followed in order to further solidify our brand recognition. The following examples demonstrate how things should be treated to achieve this goal.
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SHAPES
60˚ ANGLE
BEVEL
ROUNDED
LINES
PHOTOS
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WE MEAN BUSINESS We've designed a business system that has incorporated all of the standards previously discussed in this booklet. Not only will this be used to represent our company in-house, but out in the world as well. We believe this will make a fine introduction for our brand as we continue on into our new and exciting future as a company.
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04
TOOLS FOR SUCCESS
Brand Extensions Tonka Brand Luxury Trucks Tonka Whiskey Bar & Distillery Tonka Business Attire For Men & Women Tonka Hunting Equipment Tonka Fitness Centers
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CONFIDENCE Taking pride in who you are and what you do, knowing that no matter what challenges might come your way you can meet them blow for blow.
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EVERYDAY LIFE Just when you think you have it all figured out life throws a curveball at you. It's not always easy, but then again, nobody ever said that it would be. SS Home
SS Sports
SS Work
SS Outdoors
SS School
SS Nightlife
SS Commute
SS Relationships
48 • Tools For Success
HOME
WORK
SCHOOL
COMMUTE
BRAVE SS SS
Deodorant
Cologne/Musk
SS B usiness Attire
SS Protein Infused Energy Drink
SS Home Appliances
SS Roadside Repair Kit SS
Tires
SS
Police Radar
SS
L uxury Trucks
SS T ime Management Counseling
SS SS
Tutoring Service
Leadership Resort
SS Discrete Maid Service SS
BRAVADO
Personal Assistant
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SPORTS
SS
OUTDOORS
Sportswear
NIGHTLIFE
RELATIONSHIPS
SS C asual Attire
SS
SS SS Protein Infused Energy Drink
SS
SS
Deodorant
Cologne/Musk
Outdoor wear
SS Important Date Tracker App SS
W hiskey
SS
Formal Attire
SS
W hiskey Bar
Survival Kit
SS F itness Equipment
SS
Members Only Fitness Center SS
Camping Gear
SS Condoms
SS Personal Trainer SS Hunting Equipment
SS SS
SS Conversational Training
Steroids
Members Only Log Cabins
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TONKA: BRAND STANDARDS • 51
TONKA BRAND LUXURY TRUCKS
52 • Tools For Success
TONKA: BRAND STANDARDS • 53
We wouldn't be Tonka without trucks, but don't worry these aren't toys for boys. We've teamed up with Ford to design our own line of luxury trucks, using state of the art technology and materials, that are guaranteed to get you wherever you need to go, no matter the situation. You can be sure that these bad boys are so fierce they'll make anyone prancing around with those lame "King of the Road" license plates go crying home to mommy.
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TONKA WHISKEY BAR & DISTILLERY
TONKA: BRAND STANDARDS • 55
56 • Tools For Success
Even the toughest people need to relax every once in awhile, and what better way to do just that than with a glass of whiskey. Our specialty whiskey bars are stocked full of the delicious, brown drink, which means no matter what the occasion might be, we have something that will help take the edge off. Long day at work? Whiskey. Kids asleep? Whiskey? Just want to drink, because who needs reasons? Whiskey!
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TONKA BUSINESS CASUAL ATTIRE FOR MEN & WOMEN
60 • Tools For Success
For those people that not only want to feel confident, but look confident we've got exactly what you need. Our business casual attire is designed to make you the envy of the office, without sacrificing durability. Just because it's clothing doesn't mean that it can't be tough.
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TONKA HUNTING EQUIPMENT
64 • Tools For Success
No matter what weather or game you might be facing, we've created a line of hunting equipment that withstands it all so you'll be confident that when that perfect shot finally walks out of the trees nothing will get in between you and the kill.
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TONKA FITNESS CENTERS
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68 • Tools For Success
TONKA: BRAND STANDARDS • 69
Unfortunately, not everyone is naturally strong like us. For those of you who aren't we would like to introduce our new chain of fitness centers designed to help you maximize your bodies physical potential. State of the art equipment, highly skilled personal trainers, and your own determination will help you go from a twig to a trunk in no time at all.
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LIFE IS HARD, BE TOUGH, GET TONKA.
CHECK OUT OUR NEW WEBSITE AT WWW.LIFESHARDBETOUGH.COM
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