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“The only limitations one has are those they place on themselves” —Muhammad Ali

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Table of Contents 01

A. The past

D. Old look

B. Evolution

E. Legacy

C. Brand’s image

OUR ORIGINS

02

A. Our vision

D. Now we’re here

B. Our mission

E. Grown-up look

C. We are Tonka

F. Our users

A. Logo sketches

E. Proper use

B. Logo anatomy

F. Incorrect use

MOVING FORWARD

03 OUR IDENTITY

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C. New logo D. Secondary logo


Brand Identity Guide

04

A. Typography

D. Graphic elements

B. Color palette

E. Business system

C. Photo style

LOOKING TOUGH

05 NEW FOCUS

A. Tonka projection

H. Youth program

B. Brand extensions

I. Human testing lab

C. Brand projection chart

J. High performance apparel

D. CrossFit camp

K. US Army co-training Program

E. Rock climbing challenge F. All 4mud camp

L. High performance prosthetics

G. Triathlon competition

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Practice to perfect your

Technique

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Brand Identity Guide

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010


Brand Identity Guide

Be ready to

Compete

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And always be the one best prepared to

Survive 012


Brand Identity Guide

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Our Origins

Content


Brand Identity Guide

Our origins 01

A. The past B. Evolution C. Brand’s image D. Old look E. Legacy

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Our Origins

The Past


Brand Identity Guide

Tonka trucks are synonymous with childhood. Everyone has either had one or has played with one at some point. They are embedded in us with strong emotional ties.

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01A

Our Origins

The Past

The Past Tonka is a toy truck brand that produces miniature army vehicles, fire trucks, garbage trucks, cranes, back hoes, helicopters, and many other types of toy trucks and construction equipment. Full of realism since 1946, Tonka has been unleashing children’s imaginations and serving as a head start for their future career paths. Characterized by their toughness and movable parts, Tonka trucks were the everlasting toy to pass along to your kids.

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Brand Identity Guide

History

Mound Metalcraft Incorporated was founded the 18th of September, 1946. The company made closet accessories like tie racks and lawn and garden implements like rakes, hoes, shovels, etc. On 1947, the company was approached by Streater Industries, Inc., and was offered the opportunity to manufacture steel toys. Tooling for two pressed steel toys was purchased from Streater Industries that would become Tonka’s model #100 Steam Shovel and #150 Crane and Clam. Following the introduction of the Crane and Clam were Dump trucks, Wreckers, Semis, and Box Vans all made their initial appearance prior to 1955. Although the Tonka Toys name appeared on all products manufactured by Mound Metalcraft from 1947. Mound Metalcraft, Inc. did not change its name to Tonka Toys, Inc. until January 3, 1956. The future really looked bright and for the next 25 years or so, Tonka Toys continued to grow.

The road was not always smooth but Tonka Toys persevered. In 1982, Tonka’s Minnesota workforce, steel truck manufacturing moved to El Paso, Texas in 1982 with the transfer of equipment and production completed in 1983. But in 1991, Tonka Toys was purchased by Hasbro Incorporated and in 1998, the steel truck manufacturing moved completely out of the United States to locations in mainland China losing what it meant to be “Made in the U.S.A.” In 2001, Tonka trucks were inducted into the National Toy Hall of Fame at The Strong in Rochester, New York. Still owned by Hasbro, the once “mighty Tonka” brand has been diluted with small plastic trucks secured in bubble packs and hung on a hook at toy retailers across the U.S.A.

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01

Our Origins

01B

Evolution

Evolution 1964

1949-1954

1947

1946 Mound Metalcraft Inc. was founded.

020

Metal Tonka Toys brand appeared for the first time.

Tonka’s introduces Dump trucks, Wreckers, Semis and Box Vans.

1956

1963

Mound Metalcraft, Inc. becomes Tonka Toys, Inc.

Tonka introduces the mini Tonka truck series

The first Mighty Tonka was introduced at Toy Fair in NY.


Brand Identity Guide

2016

1982

1991

Tonka moves Mound manufacturing plant to El Paso, TX

Hasbro Inc. buys Tonka Toys Inc.

1998

2001

Tonka Toys manufacturing is moved to China losing what it meant to be “Made in the U.S.A.�

Tonka trucks were inducted into the National Toy Hall of Fame at The Strong in Rochester

Tonka transforms into a high performance competitive and ultimate survival brand

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01C

Our Origins

Brand’s Image

Brand’s Image Tonka is more than metal trucks. It is mighty, bold and encourages outdoor fun. Tonka trucks were the toughest toy that you could have and they could handle any dirt. Many of us grew up playing with them and have a bucket of memories thanks to them.

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Brand Identity Guide

Perception

Tonka goes beyond from being a metal toy to play outside. With almost 70 years in the market, Tonka products are responsible for creating great adventures, fun memories and shaping careers. To play with a mighty dump truck or any Tonka meant to get dirty, to be in a sandbox and move create stories while sharing with your friends. Boys and men of all ages have a deep connection with the brand which is seen with certain nostalgia for what it meant to each individual in their lives, “If it’s Tonka, it’s tough” and “Tough toys for tough boys.” These are some of the brand’s slogans that helped them connect with their users and represent what they were about.

Ultimately, the brand embodied what it meant to be “made in America”. There was pride in associating Tonka’s everlasting toughness of quality building with the American values. Unfortunately, Tonka has lost many of these characteristics since it was acquired by Hasbro. The toy’s production was transfered to China and started producing plastic toys. Tonka’s user’s are still kid’s inside with great trust and appreciation for the brand they once knew, awaiting for the moment Tonka comes around to form part of their lives again and have adventures creating everlasting memories again.

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01

Our Origins

Brand’s Image

Tonka is one of those iconic all-American brands, known the world over by people * young and old. * JMPR Public Relations press release

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Brand Identity Guide

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Our Origins

Brand’s Image

“What is Tonka?

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Brand Identity Guide

Yellow, metal construction vehicles.” –Steve McCamley, Consultant Brand Expert for Hasbro

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01D

Our Origins

Old Look

Old Look Tonka’s image embodied the all American stereotypical lifestyle and what it meant to grow in it. A regular kid, who had a bike. a dog and lived in the suburbs with a wood-metal chair and mad a mom who prepared the best meatloaf for dinner.

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Brand Identity Guide

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01

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Our Origins

Legacy


Brand Identity Guide

01E

Legacy One of Tonka’s founders, Edward Streater believed that toys should be educational and be created with the primary goal of contributing to the child's development. He thought that toys should always have a "real life" counter part. Tonka’s created a legacy beyond their trucks, it constructed a world full of realism in which children could have adventures, real ones.

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Our Origins

Legacy


Brand Identity Guide

BE MIGHTY, BE TOUGH, BE TONKA.

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01

Tonka kids are now bold, tough and resourceful men in search of new adventures.

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Brand Identity Guide

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02

036

Moving Forward

Content


Brand Identity Guide

Moving forward 02

A. Our vision B. Our mission C. We are Tonka D. Now we’re here E. Grown-up look F. Our users

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02

Moving Forward

02A

Our Vision

Our Vision Tonka’s users stepped out of the sandbox and into the wilderness. They grew up in the outdoors, they’ve learned their lessons, have fallen down and stand up again just to keep on pushing, moving forward, became bold and tough, active risk takers. They are fighters, resourceful and determined, problem solvers, dreamers with a strong willpower. Determined to be the best version of themselves by pushing their limits, training and perfecting their skills.

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Brand Identity Guide

Brand’s objective

Tonka evolved to serve its “tough kids”. Now it is all about harnessing their user’s abilities to provide them with the ultimate techniques and tools to face the challenging wilderness, increase their performance in high endurance competitions and ultimately, survive any situation.

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02

Moving Forward

Our Vision

ARE YOU READY TO GIVE IT YOUR ALL? 040


Brand Identity Guide

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02

Moving Forward

Our Vision

BE BOLD 042


Brand Identity Guide

BE TOUGH 043


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02B

Moving Forward

Our Mission

Our Mission Tonka’s mission statement reflects its passion and desire to step up the brand’s game, to stretch out from its playful image and become a brand that empowers hardcore users to become ultimate pros, to reach new levels of competition both physical and mentally.

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Brand Identity Guide

Mission statement

Tonka’s is committed to harnessing people’s abilities and survival skills to develop ultimate techniques and high quality products to boost competition and face the challenging wilderness.

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Moving Forward

Our Mission


Brand Identity Guide

“Somebody might beat me, but they are going to have to bleed to do it.� - Steve Prefontaine, American long distance runner

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Brand Identity Guide

02C

We are Tonka Tonka is active, challenging, experienced, survivalist, tough, bold, well prepared, resourceful, high endurance.

Voice & Tone The voice of Tonka is active, it’s competitive, hardcore, inspiring and daring. The brand’s wants to inspire their users, to create and generate momentum, encourage people to tackle bigger challenges and convert them into champions.

lazy, it wants you up and running, sweating and giving your best. It believes in your full potential and wants you to realize it through hard work, sweat and tears.

The brand’s tone is strong and commanding. Tonka has no tolerance for excuses and lack of effort. The world is a tough place and Tonka wants you to stop being

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02

Moving Forward

02D

Now We’re Here

Now we’re here Tonka changed the was in which it positioned itself inside the market Now Tonka has passed from being a brand recognized for high ly resistant products (toys) to new scenario where it is seen as a high endurance brand with a high level of functionality and resistance. The brand wants to embody what it means to be tough, daring and active. It looks to elevate it’s competitive spirit and compare itself it against the best brands in the market.

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Brand Identity Guide

Brand positioning map Black Diamond Arceteryx US Army

• New Tonka

Columbia North Face

Land Rover

Patagonia • Old Tonka

Fire Fighters Coleman

Smith & Wesson

FUNCTIONALITY

Red Cross Levis

Swiss Army Peace Corps

CAT

Nike DeWalt

RESISTANCE

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02

02E

Moving Forward

Grown Up Look

Grown Up Look Tonka grew. The brand’s image now is about epic adventures, great challenges, high level competition and survival in the wilderness. Tonka’s spirit reflects the global community of hardcore individuals well trained and prepared to face adversity. An experienced person, who rides a bike and who owns a cabin with some nice leather chairs on the hillside of a mountain where he loves to go on expeditions, do some camping and observe some wolves.

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Brand Identity Guide

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02

Our Origins

The Past

“You can’t always be the strongest or most talented or most gifted person in the room, but you can be the most competitive.” -Pat Summit, Basketball Coach 054


Brand Identity Guide

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02

02F

Moving Forward

Our Users

Our Users Archetypes

In Tonka’s quest to be part of their base consumer it recognizes a common characteristic among them, their desire to seek progress and better themselves. They want to connect with the things they love and are in general passionate and enthusiastic about the outdoors; whether they practice their physical activities at a competitive or recreational level. Tonka has classified their core consumers in three buckets: the pros are the hardcore users and generally at a high competitive level; the nature enthusiasts are the ones exploring parks and other natural settings on a regular basis; and the ocassional users that are the ones going to spend some time Win nature once in a while.

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Brand Identity Guide

The Pros

Scott 28 years old

Carlos 36 years old

• Is all about testing your limits.

• Carlos is an expert mountaineer.

• He runs ultra marathons in trails and mountains.

• He has participated in more than 17 climbing expeditions across the world.

• Uses the best quality products that can endurance his long runs. • Represented the USA at the 2012 Olympic Games marathon. • Thinks that age is just an excuse to stop challenging yourself. • Wants to participate in the annual Yukon Arctic Ultra race in Canada. • Needs to work more on his mindset and polish his technique to overcome the psychological challenge that the long races impose on his body.

• Has an extensive knowledge of climbing equipment and its usage. • Currently training to make climb mount Kilimanjaro next summer. • For him, the major challenge is beating his own mind when he knows his body can take it. • He thinks that is equally important to have good skills and reliable gear. • Needs high resistant gear that offers him both functionality and high end light materials that keeps him warm to increases his performance.

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02

Moving Forward

Our Users

The Nature Enthusiasts

Clara 37 years old

Vivian 29 years old

• Clara likes to take her kid hiking and camping.

• Vivian takes road trips and goes camping on a regular basis.

• She wants her kid to be tough and confident, learn to trust his instincts. • Is a nature enthusiast and wants her son to connect with it. • Wants to be hers child’s hero and show him that he has the necessary skills to overcome any challenge out there. • Enjoys the sounds of nature and its peacefulness, being there at night and be able to observe the sky. • Wants to take her son on an expedition to the Alps. • Needs easy to use, high quality, reliable and functional gear that she can teach her son to use.

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• Likes to get out and test her survival skills on moderately safe settings. • Follows experts recommendations when it comes to what brand she should buy. • Does her homework and researches where she is going previously. • Values functionality and adaptability; its about surviving, not glamour. • Wants to do Peru’s Incan trail to Machu Pichu. • She needs practical gear that is functional and high ly portable to carry on her long hikes.


Brand Identity Guide

The Ocassional Ones

Jürgen 32 years old

Ron 62 years old

• Lives a simple life and likes to travel and explore new places.

• Ron is a fly fishing enthusiast.

• Loves wandering in trails, take his time and explore national parks. • Any excuse is good to just pack and hop into his next adventure. • Trusts brands and values quality. • His backpack is his life, has carried it to more than 20 countries. • Plans to explore the depths of the Amazon jungle to test his survival skills. • Is looking for a program that helps him nurture his skills and experience new things, a boot camp to train at.

• Thinks that technique is important to perfection your skills. • Loves spending long hours out in the rivers catching his next trophy. • It’s important for him to test his mindset while withstanding any weather conditions. • Usually goes fishing with his friends and wife. • Wants to make an expedition through the Alaskan rivers to practice his fly fishing skills. • Needs waterproof, thermic apparel to practice his sport, specially at his age he wants to feel well protected and warm.

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Our Identity

Content


Brand Identity Guide

Our identity 03

A. Logo sketches B. Logo mark anatomy C. New logo D. Secondary logo E. Proper use F. Incorrect use

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03A

Our Identity

Logo Sketches

Logo Sketches Tonka’s logo concept reflects what it means to be bold and tough, to be able to give a fight and survive a challenge. It’s about resistance and resolution to obtain goals. For the logo exploration, two main concepts were chosen for the sketching exploration: Wilderness and Tough. Based on the initial exploration, the sketches that reflected better Tonka’s spirit and its new direction was the Badge concept. Finally, a few of the badge sketches were selected to be vectorized and refined. Strong logo direction to refine

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Brand Identity Guide

Initial sketches

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Our Identity

Logo Sketches


Brand Identity Guide

Badge concept exploration

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Our Identity

Logo Sketches


Brand Identity Guide

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03

Our Identity

Logo Sketches

Badge sketch vector refinement

TONKA

TONKA

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Brand Identity Guide

Selected marks to iterate

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Our Identity

Badge vector refinement—iterations

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Logo Sketches


Brand Identity Guide

Selected mark for logo

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03B

Our Identity

Logo Anatomy

Logo Mark Anatomy Tonka’s mark is strong and bold yet has been designed based on proportions and ratios. Its spacings are even and thought through based on these ratios. Lastly, the corners and endings have been smoothed and rounded to make the mark more approachable and less radical.

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Brand Identity Guide

0.2X 0.4X X=10pt

50 pt Brandon Grotesque 30ยบ

30ยบ

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Our Identity

Logo Anatomy

Primary logo lockup anatomy

1.4 Y

0.2X 0.4X 0.8X X=10

Y

X X

X 0.2 X

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X


Brand Identity Guide

Secondary logo lockup anatomy

0.2X 0.4X 0.8X X=10pt

X X

X

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03C

Our Identity

New Logo

New Logo Tonka brand is all about harnessing people’s abilities and survival skills to provide them with the ultimate techniques and high end performance products to face the challenging wilderness. Tonka’s logo mark emphasizes what it means to be tough, to become the best, hardcore, mighty and determined. The tone of Tonka is set to be tough and strong, both physically and mentally. It represents survival, to be the best prepared to face any challenge.

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Brand Identity Guide

Tonka’s primary logo

The primary Logo lockup is the clearest way the Tonka can be identified visually. The vertical lockup should be used all over our the brand’s main communications and advertisement messages. It is the most easy and comprehensible way our users should identify Tonka.

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Our Identity

New Logo

Clear space & logo specifications

X 60px 5/8"

Minimum print size 5/8 inch (16 mm) height. Minimum digital size 60 pixels height.

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Brand Identity Guide

Clear space In order to preserve the integrity of the Primary Logo Lockup, it is important that no other logos, type or other graphic elements infringe on its space. The minimum clear space to the around the logotype is equivalent to 1/4 of the height of the logotype. Smallest size use

is 5/8� (16mm) height. Include the registration mark for this measurement. For digital applications, the minimum size is 60 pixels height. Logotype artwork Do not attempt to redraw or recreate any element of the Logo Lockup. Use the approved digital files of the artwork.

The minimum size the Primary Logo Lockup may be used for print applications

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03D

Our Identity

Secondary Logo

Secondary Logo Tonka understands that due to the variety of formats and limited space available to optimize the brand’s coverage, not always impossible to use the primary logo. The horizontal Logo is high ly legible making it optimum for large format display.

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Brand Identity Guide

Tonka’s secondary logo

This is why Tonka created a secondary logo designed for a better fit in spaces with rectangular characteristics where the formats are wider than the height.

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Our Identity

Secondary Logo

Clear space & logo specifications

When it’s impossible to use the Primary Logo Lockup, you can use the secondary horizontal logo lockup. It’s still a good way of showing off the Tonka brand. Clearspace In order to preserve the integrity of the Secondary Logo Lockup it is important that no other logos, type or other graphic elements infringe on its space. The minimum clearspace around the logotype is equivalent to 1/4 of the logo's height. Smallest size use The minimum size the Secondary Logo Lockup may be used for print applications

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is 3/4” (20mm) wide. Include the registration mark for this measurement. For digital applications, the minimum size is 80 pixels wide. Logotype artwork Do not attempt to redraw or recreate any element of the Logo Lockup. Use the approved digital files of the artwork.


Brand Identity Guide

X

80px 3/4"

Minimum print size 3/4 inch (19 mm) wide. Minimum digital size 80 pixels wide.

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03E

Our Identity

Proper Use

Proper Use Tonka’s has created a comprehensive guide to help you determine the correct logo based on the area where the logo will be placed.

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Brand Identity Guide

Logo selection guide chart Width ≥ Height

Height ≥ 2 x Width

+ Use only primary logo

Minimum height Primary Logo

Use only secondary logo

Use mark only

Secondary Logo Height < 1/4" Print only

Use logotype only Height

60px 5/8"

Use either logo lockups, preferably primary logo

+ Width

80px 3/4"

Minimum width Secondary Logo

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03

Our Identity

Proper Use

Preferred color variations

Tonka logo has two basic components: the badge mark and the â&#x20AC;&#x153;Tonkaâ&#x20AC;? logotype. These logo color variations are created as examples of approved uses and meant to conserve the valuable parts of the Tonka identity. They should never be redrawn or altered. Our colors also are a very important and powerful visual tool used to help identify the brand. The preferred color choice for the logo are the solid two-color versions shown below.

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Brand Identity Guide

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03F

Our Identity

Incorrect Use

Incorrect Use To make sure our logotype appears as consistently as possible throughout our communications, weâ&#x20AC;&#x2122;ve identified a few ways we donâ&#x20AC;&#x2122;t want our logotype to appear.

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Brand Identity Guide

Don’t align the mark with the logotype

Don’t use over low contrast backgrounds or textures

Don’t squeeze or stretch

Don’t modify the logo lockup

Don’t use logo with drop shadow or glow effect

Don’t skew the logo

Don’t use the mark to the left of the logotype

Don’t color the logo. Use the approved color combinations

Don’t shear the logo in any direction or angle

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Looking Tough

Content


Brand Identity Guide

Looking tough 04

A. Typ0graphy B. Color palette C. Photo style D. Graphic elements E. Business System

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04

Looking Tough

04A

Typography

Typography FF Kievit Slab Pro is the selected typeface to represent Tonkaâ&#x20AC;&#x2122;s voice for its functional strong look but approachable touch. Being super family, it is ideal both print and screen. It first appeared in the 1990s as part of the Nike logo showcasing slab serifs that were derived from FF Kievit. But it was only until 2013 that Michael Abbink along with his friend Paul van der Laan finalized and published FF Kievit Slab Pro. Although the basic shape of the letters and the division of the styles are based on FF Kievit, Abbink and van der Laan carefully revised the shapes and contrast and adapted them to the new character. FF Kievit Slab Pro has a striking and powerful character that can complement FF Kievit, but can also stand on its own in the areas of display or text. Together, the two families span an extremely flexible and versatile typographic universe in which they are complement and support one another perfectly.

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Brand Identity Guide

FF Kievit Slab Pro

Aa Use for display chapter opener titles, section titles and quotes.

Character Set

abcdefghjklmnopqrstuvwxyz ABCDEFGHJKLMNOPQRSTUVWXYZ 0123456789 (,.:;!`&â&#x20AC;?#?) Font Weights

Extra Light Thin Light Book Regular Medium Bold Extra Bold Black

Extra Light Italic Thin Italic Light Italic Book Italic Italic Medium Italic Bold Italic Extra Bold Italic Black Italic 093


04

Looking Tough

Typography

FF Kievit Pro

Aa Use for paragraph titles and subtitles and body copy.

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Character Set

abcdefghjklmnopqrstuvwxyz ABCDEFGHJKLMNOPQRSTUVWXYZ 0123456789 (,.:;!`&â&#x20AC;?#?) Font Weights

Extra Light Thin Light Book Regular Medium Bold Extra Bold Black

Extra Light Italic Thin Italic Light Italic Book Italic Italic Medium Italic Bold Italic Extra Bold Italic Black Italic


Brand Identity Guide

T-Star Pro

Aa Use for captions, technical information, annotations and labels in graphs and charts.

Character Set

abcdefghjklmnopqrstuvwxyz ABCDEFGHJKLMNOPQRSTUVWXYZ 0123456789 (,.:;!`&â&#x20AC;?#?) Font Weights

Light Regular Medium Bold Headline

Light Italic Italic Medium Italic Bold Italic

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04B

Looking Tough

Color Palette

Color Palette Tonka’s primary colors set the brand’s tone representing what it means to be tough and strong, prepared for facing any challenge. Tonka’s primary green gives the brand a strong and prepared feeling; meanwhile, the brand’s gray conveys the toughness of its soul, the survival part. For secondary colors, the brand uses a dark yellow, a dark orange and a pale military green to bring to create contrast and give the brand a warmer tone.

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Brand Identity Guide

TONKA YELLOW

HEX RGB CMYK

# EAAA00 234, 170, 0 0, 30, 100, 10

TONKA CHARCOAL GREY

PANTONE C PANTONE U PANTONE M

124 C 7405 U 124 M

TONKA PALE GREEN

HEX RGB CMYK

# 899064 137, 144, 100 30, 10, 50, 30

# 5B6770 91, 103, 112 45, 25, 15, 60

# 353535 53, 53, 53 69, 63, 62, 56

PANTONE C PANTONE U PANTONE M

BLACK 7 C NEUTRAL BLACK U BLACK 6 M

PANTONE C PANTONE U PANTONE M

5757 C 392 U 392M

PANTONE C PANTONE U PANTONE M

166 C 166 U 159 M

TONKA OLIVE GREEN

PANTONE C PANTONE U PANTONE M

5773 C 7748 U 5757 M

TONKA LIGHT CHARCOAL GREY

HEX RGB CMYK

HEX RGB CMYK

PANTONE C PANTONE U PANTONE M

HEX RGB CMYK

# 746F2D 116, 111, 45 0, 5, 60, 55

TONKA ORANGE

431 C 2168 U 432 M

HEX RGB CMYK

# E5540C 229, 84, 12 0, 65, 95, 10

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04C

Looking Tough

Photo Style

Photo Style Tonka's photography focuses on action, on the moment, on the immediate challenge. The brand is not only aspirational but also source of inspiration for its users who want their struggle/experience be reflected. As a dynamic competitive brand, Tonka's photography is a closeup look on action, sweat and tears. It reflects what it really takes to achieve your goals and the hard work you put behind them.

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Brand Identity Guide

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04

Looking Tough

04D

Graphic Elements

Graphic Elements Tonka has incorporated wide diagonal stripes as part of its visual language. The stripes are inspired by the badge's design anatomy. They represent action and improvement, to move forward in an upward direction. Their boldness reflects strength and determination.

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Brand Identity Guide

Stripes & diagonals

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04

04E

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Looking Tough

Business System

Business System


Brand Identity Guide

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04

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Brand Identity Guide

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05

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New Focus

Content


Brand Identity Guide

New focus 05

A. Tonka projection

H. Youth program

B. Brand extensions

I. Human testing lab

C. Brand projection chart

J. High performance apparel

D. CrossFit camp

K. US Army co-training Program

E. Rock climbing challenge F. All 4mud camp G. Triathlon competition

L. High performance prosthetics

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05

05A

New Focus

Tonka Projection

Tonka Projection Areas of the brand's business projection: Technique—Competition—Survival

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Brand Identity Guide

What we do now

Th new Tonka is all about harnessing peopleâ&#x20AC;&#x2122;s abilities and survival skills, to provide high -end high performance products and ultimate techniques to face the challenging wilderness. Tonka means to be mighty, tough and prepared both physically and mentally. It represents superior techniques, to have an advantage in competition and survival scenarios.

As a brand that strives for its users to achieve their full potential and to overcome their own limitations, Tonka has extended their portfolio to serve better their users and creating new ways to interact with the brand. Now Tonka includes a variety of products, services, experiences, events, educational programs and branding opportunities.

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05

New Focus

05B

Brand Extensions

Brand Extensions

Types of offerings

Products

01. CrossFit Camp

02. Performance Enhancing Drugs

A CrossFit camp designed to improve your physical performance. Tonka wants you to get down to the basics, to the raw brute working out mode.

A set of drugs to boost performance and build up short term physical endurance. The drugs are designed to be part of a resistance program to live in places under harsh conditions.

03. Combat / Firing Training

04. Knives & Cutting Tools

Tonka is all about being prepared to withstand any challenge/thread. As part of our spirit, we want to offer our user combat and fighting training so they can asses any situation they encounter.

Survival knives, axes and other cutting tools are indispensable to survive in the wilderness and being able to compensate for the lack of resources.

Services Environments Experiences Educational Events Co-branding

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Brand Identity Guide

05. High Performance Prosthetics 06. Rock Climbing Challenge

07. Protein & Muscle Compounds

Prosthetics modifications designed to enable physically disabled users not only to enjoy a competitive level, but to push beyond their disabilities and rise triumphant in any challenge.

A rock climbing expedition aimed to conquer the highest peeks and the most difficult to access. We want to create a high demanding physical and mental challenge for our users to experience.

A series of nutritional compounds like protein bars, shakes and amino acids to compliment the bodyâ&#x20AC;&#x2122;s needs due to an elevated level of physical activity.

08. Ultra Marathon Dessert Race

09. Youth Program

10. Last Resort Survival Training

An ultra marathon race through a dessert is part of Tonkaâ&#x20AC;&#x2122;s desire to put to a test userâ&#x20AC;&#x2122;s physical and mental strength.

A youth program aimed to develop character and strong willpower in children through a series of physical activities. Tonka wants to foster that willpower in kids to build better persons for society.

One thing is being strong and another is being able to survive. We want to train our users to survive impossible situations, to be resourceful and overcome any situation with what they have at hand.

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05

New Focus

Brand Extensions (cont.)

Brand Extensions

11. Training Equipment

12. Physical Injuries Rehab Center

A set of training equipment consisting of punch bags, ropes, head guards, gloves, wraps, etc. designed to withstand punching and high impacts.

A physical rehab center to help users recover from injuries and traumas. We want to fix and prepare them for any physical activity they want to do.

13. All 4Mud Training Camp

14. Harsh Scenario Survival Camp

Mud competitions are known for their obstacles races in the open through mud, water and fence obstacles. In our training camp, we want to prepare our users for this type of competitions in a high level.

Harsh Scenario Survival Camp is designed to take users into inhospitable places to test user skills and mental strength in a period of time.

15. Survival Skills Seminar

16. Mountaineer & Climbing Gear

The seminars are testimonies and talks given by people that have found themselves in live threatening situations/places, on how they survived those obstacles and the challenges they faced.

Tonkaâ&#x20AC;&#x2122;s mountain gear is equipment designed to face any climbing/mountaineering challenge like harnesses, helmets, axes, crampons, belay/ rappel devices, etc.

Types of offerings

Products Services Environments Experiences Educational Events Co-branding

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17. Survival Gear

18. High Performance Apparel

19. Human Limit Testing Lab

The survival gear is a set of items necessary to survive in any live threatening situation. They are for navigation, insulation, sun protection, first-aid, fire and hydration among others.

The high performance apparel line is designed to provide muscle compression with a high flexibility level and weather protection.

Tonka’s human testing lab is for harnessing natural talent and physical skills testing user’s limits and correcting potential flaws of their techniques.

20. High Performance Food

21. Tonka Nation Elite

22. Personal Care Products

Portable packed food designed to eat during long physical activities, easy to digest and with a high energetic content boosts the user’s metabolism for optimal physical performance.

Tonka Nation Elite is a social membership organization of the toughest survivors and competitors elite dedicated to test and record skills and techniques to benefit humanity in times of need.

A series of personal care products that enables high demanding physical activity without having to sacrifice personal hygiene in the process.

23. Protective Apparel

24. Genetic Enhancements

25. Rock Climbing Facility

A line of protective padded performance wear to guard user during high impact activities.

A series of genetically engineered enhancements grown in labs and designed to be “installed” to regular people through surgical procedures.

A facility with climbing walls and obstacles in which our users can train and perfect their techniques.

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Brand Extensions (cont.)

Brand Extensions

26. Co-branding Event Redbull

27. Camping Gear And Apparel

Tonkaâ&#x20AC;&#x2122;s high level competitive spirit, tough and mighty nature is an excellent match to create a co-branding event with Redbull whoâ&#x20AC;&#x2122;s know for sponsoring great stunts and radical sport events.

From backpacking to camping, all the necessary gear to enjoy and withstand tough weather conditions and the wilderness.

Types of offerings

Products

28. Performance Recovery Drugs 29. Steroids & Muscle Accelerators

Services Environments Experiences

A set of designed drugs engineered to help your body make a faster recovery from prolongated high level physical activities.

The correct steroids are truly powerful supplements that can do much for your body providing it the necessary means to grow to its full potential.

30. Natural Parks Sponsorship

31. US Army Co-training Program

Tonka sponsorship program aims to promote those national parks suitable for promoting high level competition or develop survival skills.

US Army has a record of hard training for every possible scenario. We want to create a co-branded training program that put our user to a test with the same difficulty soldiers undergo.

Educational Events Co-branding

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32. Prison Rehab Program

33. Kidâ&#x20AC;&#x2122;s All 4Mud

Tonka wants to create a rehab program for prison inmates that focuses on positive mentality and builds character through physical activities and obstacle challenges.

As part of Tonkaâ&#x20AC;&#x2122;s 4Mud training program, we want kidâ&#x20AC;&#x2122;s to be an active part of our program encouraging them to be competitive and have fun doing while going through an obstacle course designed for them.

34. Co-branding The X-Games

35. Triathlon Competition

A co-branding event during the annual X-Games held by ESPN. We want to take our competitive and bold spirit for ride, show how ultimate techniques and training perform in the X-games modalities.

Tonka has created and prepared a triathlon to measure their user's techniques and strength in a competitive event.

36. Self-Defense Krav Maga Course Krav Maga is considered one of the world's deadliest and more efficient personal defense system. Tonka wants to offer courses in self-defense based on Krav Maga.

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GETTING TO THE TOP

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05C

New Focus

Brand Projection Chart

Brand Projection Chart Brand projection focus areas: Technique—Competition—Survival

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Building blocks

Survival

Co

mp

e tit

io n

Te

iq chn

ue

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Extensions

Types of offerings

Products Services Environments Experiences Educational Events Co-branding

Brand Projection Chart

01. CrossFit Camp

20. High Performance Food

02. Performance Enhancing Drugs

21. Tonka Nation Elite

03. Combat / Firing Training

22. Personal Care Products

04. Knives & Cutting Tools

23. Protective Sports Apparel

05. High Performance Prosthetics

24. Genetic Enhancements

06. Rock Climbing Challenge

25. Rock Climbing Facility

07. Protein & Muscle Compounds

26. Co-branding Event With Redbull

08. Ultra Marathon Dessert Race

27. Camping Gear And Apparel

09. Youth Program

28. High Performance And Recovery Drugs

10. Last Resort Survival Training

29. Steroids

11. Training Equipment

30. Natural Parks Sponsorship Program

12. Physical Injuries Rehab Center

31. US Army Co-training Program

13. All 4Mud Training Camp

32. Prison Rehab Program

14. Harsh Scenario Survival Camp

33. Kids All 4Mud

15. Survival Skills Seminar

34. Co-branding The X-Games/ESPN

16. Mountaineer & Climbing Gear

35. Triathlon Competition

17. Survival Gear

36. Self-Defense Krav Maga Course

18. High Performance Apparel 19. Human Limit Testing Lab

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Brand projection chart Survival 17.

12.

35. 2.

14. 16.

28.

7. 20.

18. 19.

24.

29.

9.

25.

Competitive 11.

3.

32.

27. 4.

30. 6.

36.

10. 21.

13. 22.

31.

Technique 33.

5.

1.

26.

23.

8.

35.

15.

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New Focus

CrossFit Camp

CrossFit Camp To be bold and tough you need more than just being strong, you need endurance. Tonka has designed CrossFit camps to get you stronger and make you more agile, built resistance and ultimately give you the right mindset to surpass your limits. The CrossFit camps feature ultimate scenarios with challenging obstacles in an already demanding course. In the camp, training is done in groups to boost the competitive level among other participants. Our trainers will help you foster the proper techniques so that you can become a mighty daring competitor.

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CrossFit Camp


Brand Identity Guide

THE ONLY LIMITS ARE IN YOUR HEAD

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New Focus

CrossFit Camp


Brand Identity Guide

GO BOLD OR GO HOME!

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05E

New Focus

Rock Climbing Challenge

Rock Climbing Challenge Tonka’s Rock climbing challenges are designed to conquer test your will of power. We seek to climb the inaccessible, test the desire to reach the top by creating a high demanding physical and mental challenge for our users to experience. It’s a bumpy road through dense jungle in order to reach the main mountain. It’s after all, the biggest, muddiest, hardest, and most rewarding trip of your life.

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Rock Climbing Challenge

DON’T RATION PASSION… RATION DRY SOCKS.

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Rock Climbing Challenge


Brand Identity Guide

“I wanted – to be tested, stripped down to a state of raw emotion, with no other choice than to take charge of the situation…” – Angie Payne, Professional climber, explorer and athlete.

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New Focus

All 4Mud Camp


Brand Identity Guide

05F

All 4Mud Camp Tonka has partnered with Tough Mudder organization to create a program that ensures participants are in optimum physical and mental conditions to take on the race obstacles. The co-branded eventa has a 12K course race with obstacles through a rough terrain. Tonka has the goal of raising the competitionâ&#x20AC;&#x2122;s traditional level bringing a new better prepared breed of competitors.

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All 4Mud Camp

Your body is not giving up, its all in your mind, keep on going

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New Focus

All 4Mud Camp


Brand Identity Guide

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05G

New Focus

Triathlon Competition

Triathlon Competition Tonka has designed a triathlon competition with the highest endurance standards. The race is deigned to be fast passed and looking forward to raise the competitive level of current triathlon competitions.

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Triathlon Competition

"In training, you listen to your body. In competition, you tell your body to shut up." â&#x20AC;&#x201C; Rich Froning Jr., American Athlete

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05H

Youth Program

Youth Program We believe that there is no right age to start developing skills and building a solid positive mindset. Tonkaâ&#x20AC;&#x2122;s Youth Program seeks to promote and build a core values in children, teach them problem solving and teamwork in real life situations. Our Youth Program harness that will power to overcome difficult situations.

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Youth Program

Empowering a new generation of tough healthy kids to face great challenges.

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New Focus

Human Testing Lab


Brand Identity Guide

05I

Human Testing Lab Tonkaâ&#x20AC;&#x2122;s human testing lab purpose is to test each individualâ&#x20AC;&#x2122;s limits, asses their potential and perfection their individual techniques enhancing the natural talent and skills displayed. Through a thorough evaluation process, our team of doctors and physicians examine each subject putting them to a series of physical and mental tests. With these results, each patient undergoes a tailored training program to maximize their abilities.

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Human Testing Lab

WE HAVE A NO LIMIT POLICY

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05J

New Focus

High Performance Apparel

High Performance Apparel Tonkaâ&#x20AC;&#x2122;s line of high performance apparel is designed with the latest materials to ensure waterproof-breathable shell with a minimalistâ&#x20AC;&#x2122;s approach to aesthetics to take on any condition imaginable. The inside is covered with our patented liner with thermal reflectivity, which reflects your body heat for warmth while maintaining a high level of breathability.

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05

154

New Focus

High Performance Apparel


Brand Identity Guide

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05K

New Focus

US Army Co-training Program

US Army Co-training Program Tonka & the US Army have united to create the ultimate and toughest program that our users can put themselves to test their physical endurance, strength and most importantly, will of power. The program is a 2 week immersion into the military training sessions, side by side with experienced military instructors inside the same military compounds that Navy Seals and the Army use for their training.

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US Army Co-training Program


Brand Identity Guide

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New Focus

US Army Co-training Program


Brand Identity Guide

"I hope you suffer, An effort by any other name wonâ&#x20AC;&#x2122;t make you as great." â&#x20AC;&#x201C; Erin Beresini, Outside's Fit List columnist

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05L

New Focus

High Performance Prosthetics

High Performance Prosthetics Thinking on limitations and new ways to empower disabled users to push themselves and break their own barriers, Tonka has designed a series of high performance prosthetic limbs adapted to different types of activities. Tonka's prosthetics division believes that you can come stronger and be bolder that you where before with their products. With high impact resistance and fiber carbon flexible boosting systems, users can overcome any challenge and compete at a maximum level.

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High Performance Prosthetics


Brand Identity Guide

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New Focus

High Performance Prosthetics


Brand Identity Guide

WHICH WAS YOUR EXCUSE AGAIN?

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SWEAT, PAIN & TEARS, BE SURE TO LEAVE IT ALL AT THE END OF THE DAY

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Colophon

TONKA BRAND IDENTITY GUIDE

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Typefaces

Text: FF Kievit Pro, , American type designer Michael Abbink created this sans FontFont in 2001. Titles: FF Kievit Slab, American type designers Michael Abbink and Paul van der Laan created this sans FontFont in 2013. Page numbering and information: T-Star Pro, designed by Michael Mischler & Nik Thoenen, 2014.

Software

Adobe Indesign and Photoshop CS6

Equipment

15â&#x20AC;? Macbook Pro Epson Stylus 3880

Paper

Red River 50Lb Premium Matte

Printing & Binding

Copy Central, San Francisco, CA. Date: 12, 16, 2015

Publisher

Pearson, San Francisco, CA

Designer

Alberto Carvajal

Course

GR604 Nature of Identity

Instructor

Hunter Wimmer

About The Project

This is a student project only. No part of this book or any other part of the project was produced for commercial use.


Brand Identity Guide

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Profile for toliscarvajal

TONKA BRAND STANDARDS GUIDE  

Project for GR604—Nature of Identity

TONKA BRAND STANDARDS GUIDE  

Project for GR604—Nature of Identity

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