Opinion BY Armin
Tonka gets Tougher, Sort of
Childhood. Trucks. Tonka. No questions asked. Well, at least not for us reading today who probably grew up with, or grew up wanting, one of those heavy, badass steel Mighty Tonkas that felt indestructible in our tiny hands — a far cry from today’s wussier Mighty Dump. Or anything else that Tonka makes these days, for that matter. Cute, chubby and safe, I’ll admit, but certainly not the vintage brand association that one makes with Tonka, the company that began making trucks in cold-as-hell Mound, Minnesota in 1947 manufactured by Mound Metalcraft Company. Part of Hasbro since 1991, Tonka’s line of toys are friendlier and have more plastic than steel, and somewhat recently they introduced a new logo that is slowly appearing in new packaging.
Original logo by Erling Eklof 1947 (left). Roots of the new wordmark first introduced in 1962 (not certain if it was also Eklof). A complete timeline of Tonka logos can be found here.
[Resident of Mound, Erling W.] Eklof was a freelance industrial designer who had designed a number of logos for several companies in the Twin Cities area, and he was given the task of designing a Tonka logo in three days.
[…] The wave pattern that runs through the horizontal axes signifies the waters of Lake Minnetonka, and the three birds are pictured for two reasons. The first reason is that, according to Eklof, three is an odd number, which is more distinctive, and the second is that the birds represent the founders. Tonka’s first label was an oval because, according to Elkof, the oval is a more recognizable shape than a square. For his work Eklof was paid a grand sum of $30.
— Tonka by Dennis David
Older (left) logo, revised by Paul Giambarba in the early 1970s — don’t miss his account on working on Tonka’s corporate identity program. Newer logo. Both appear on and off in current packaging.
The old logo, with its Clarendonian charm and sturdiness, didn’t have to be overtly truckish, because the trucks themselves were imbued with it. What I find interesting about the new logo is that it is overtly truckish — not too different from the Caterpillar or International Trucks brands — making up for what the products lack in that regard. The new logo is not bad if you don’t pay too much attention to the “n” and it’s a much better solution than the oblique version that made some random appearances, but it definitely feels as if it’s making too hard of an effort to look rough, and that’s a very tall order for a brand that sells the adorable Chuck, pictured below.
The more rugged textures of Tonka.
Thanks to Sean Singleton for the tip.
|
DATE: Nov.12.2009
CATEGORY: Consumer products 46 COMMENTS
Cory Osborn’s comment is:
The modern styling of the new typelogo is successful in it's modern appeal, but my god, what a disconnect between the product and the brand. That truck looks like a flaccid penis.
On Nov.12.2009 at 09:36 AM
Von K’s comment is:
I remember having my head cracked open when I was around six or seven with my own Mighty Tonka (the neighbor kid had some issues). Those things were serious. I loved mine.
I've always liked the old Clarendonian logo. It's got deep associations with physcal labor, ruggedness and a kind of vintage Amercian-ness for me.
The new one does serve to keep some of that toughness in a world of rubber pieces and bubbly shapes. To me, though, it looks like it belongs on the grille of a modern American SUV, which is a style that just rubs me the wrong way.
Totally subjective, but there it is.
On Nov.12.2009 at 09:48 AM
Emilio Ramos’s comment is:
The 'n' is almost reminiscent of a lower case ?... I feel like this logotype would be better suited for maybe a different line of trucks within the line, possibly for an older age set while the old one could still serve the company well.
On Nov.12.2009 at 09:56 AM
Nate B’s comment is:
I'm glad that they realize that recreating a logo doesn't have to mean a complete overhaul. Some logos that carry that nostalgic feel are doomed when they create something brand new. Kudos to Tonka for keeping the changes simple and not too extreme.
On Nov.12.2009 at 09:57 AM
Emilio Ramos’s comment is:
sorry the formatting from my comment didn't work. I meant to say that it looked like a lower case pi from the Greek alphabet
On Nov.12.2009 at 09:58 AM
Dennis’s comment is:
This would look great on the old metal Tonkas. The ones that could have actual dents and could hold the weight of a kid rolling himself down the driveway.
On Nov.12.2009 at 09:59 AM
Kári Emil Helgason’s comment is:
I don't really know this brand so when I see the two logos next to each other, the first one makes me think of Chocolate and the other one makes me think of a Construction Company. Which I think is closer to what they want. Caterpillar for children.
On Nov.12.2009 at 10:11 AM
Andy’s comment is:
Really nice wordmark. Love the T and k ligature.
On Nov.12.2009 at 10:24 AM
Raymond’s comment is:
Decent revision. It's a little pointless though considering the current gen of Tonka toys do not "feel" tough.
But that's what marketing is for.
Those old Tonka trucks were ridiculously hardcore. Yeah, they could hurt you. I swear they were built tougher than your Prius.
On Nov.12.2009 at 10:46 AM
perry’s comment is:
Tonka still makes the bad ass steel trucks and loaders, the plastic versions are for the kids who throw shit at other kids.
Logo is ok.
On Nov.12.2009 at 10:58 AM
Joey V’s comment is:
Did they seriously name a product "Mighty Dump?"
On Nov.12.2009 at 11:10 AM
-’s comment is:
Armin said:
"a far cry from today’s wussier Mighty Dump. Or anything else that Tonka makes these days, for that matter. Cute, chubby and safe"
Actually they still do, they are called 'Tonka Classics'
On Nov.12.2009 at 11:11 AM
Kevin Zwirble’s comment is:
I think the new logo is badass. From a type standpoint it is a great update. And as a designer I think it's cool.
Unfortunately I have the same argument as everyone else, that there is a strong disconnect from the product and the design. I think the original design did have an "American-blue collar" feel that many have already pointed out. It also had a friendly demeanor to it. However hardcore the product may be, it's still a toy, and should appeal to kids. The new mark is simply reacting to current design trends and looks like it belongs to the X-games. Again, cool logo,but maybe not for the particular audience?
On Nov.12.2009 at 11:39 AM
Trent Walton’s comment is:
Well said, Kevin. My nostalgic side misses the charm & practical appeal of the original.
On Nov.12.2009 at 11:58 AM
Tony’s comment is:
I really like this. I have a 6 year-old who loves all things truck and when I asked his opinion he didn't hesitate to pick the new one. The question of who the mark is supposed to appeal to is a question I have. I would guess that it's the product that is supposed to appeal to the child and the packaging/logo that are more directed at the parent. If this is the case then it looks like the kid gets the short end of the stick (although they probably don't realize it and more importantly for Hasbro, don't care).
As for the "n" - I like it. I think it would actually weaken the mark if it didn't have the serif.
On Nov.12.2009 at 12:12 PM
Chris Rugen’s comment is:
My nostalgia and reflexive reaction to the old logo, as etched into my then-forming brain, is too strong to be objective here. The new one is fine. But the old one is Tonka.
Also, since we're tromping around in the realm of children: Mighty Dump? Seriously? This is marketed at young boys, presumably, who don't need more than the barest hint of a suggestion to convert a suggestive name into "big poop". I'm surprised that name made it out onto shelves.
But then again, perhaps I'm simply projecting...
On Nov.12.2009 at 12:23 PM
toby’s comment is:
You cannot make toys with sharp edges any more. Or you will have to write "ages 14 and older" on them .....
I remember having a Tonka excavator (or was it a dump truck?) as a sandbox toy in the 1970s (in south Germany). Back then I didn't think of Tonka as american, I rather thought it came from somewhere in the far east. (Nowadays it probably does!) Tonka sounds as vaguely japanese as Honda.
On Nov.12.2009 at 12:34 PM
ScottyM’s comment is:
Just like you described it ... no sharp edges.
The "metal" \m/ \m/ is gone from Tonka products, and it shows.
On Nov.12.2009 at 01:37 PM
Ricky Salsberry’s comment is:
I miss my old Tonka dumptruck which used to carry cinderblocks around the backyard. Those things were indestructible. They only sucked if you dropped them on someone's toe or fell on them. Ouch.
But guess what - I learned not to drop dumptrucks on my toes.
Wordmark is a fine evolution. The bubbly plastic toy is dumb.
On Nov.12.2009 at 02:19 PM
Rob O.’s comment is:
I'm with Von - the new logo looks more like that of an actual automaker rather than the maker of toy trucks.
And given how far they seem to have strayed from the indestructible toys of my youth, I wonder if the Tonka brand carries nearly so much clout now as it once did.
They've fixed something that was never broken. They would've been better off spending the money on marketing their classics line for us nostalgic Boomer & Gen X parents & grandparents.
On Nov.12.2009 at 02:22 PM
Sean Singleton’s comment is:
I was surprised to see this originally, but i think the redesign makes sense. It follows the branding for the trucks the parents drive. So in a way it kills two birds... The name evokes those old memories but people who drive Tundras, Chevys and Fseries will respond well to this new logo. I think it also provides a correlation between the parent and the kid. Kid wants to be like parent, parent wants kid to be "tough" The name Tonka doesn't mean anything to kids anyway. The adults hold onto the nostalgia.
Thanks for the credit Armin, glad I could contribute to such a fantastic site!
On Nov.12.2009 at 02:22 PM
Andrew Keir’s comment is:
I still have my big steel dump truck and crane from 20 something years ago, go tonka.
On Nov.12.2009 at 03:19 PM
Elisa’s comment is:
Great post! I do like the old logo, but the new one isn't a bad update, though I also agree with Von.
On Nov.12.2009 at 04:35 PM
Marcio’s comment is:
I Like the old one better, only slightly. Maybe that's cause I'm a sucker to Clarendon :) I used it for my own design studio jamesfromnyc.com But I have to give them kudos for fixing the hanging "a". Does anyone know who did it?
On Nov.12.2009 at 04:39 PM
Jenny’s comment is:
I don't really get why they had to change it. Old one seemed fine to me.
On Nov.12.2009 at 05:24 PM
Sebastien’s comment is:
Hate it. It now really feels like mans' mans' logo; and I suppose this was their intent, so great job on that. But I miss the charm of Clarendon.
You can be a man, and drive a truck, and STILL be sensitive. Amirite?
On Nov.12.2009 at 05:38 PM
Maya’s comment is:
There is an odd shape being created with the T and K being connected that isn't as prominent in the old one. I think its useful to step back and take a look at the word picture
On Nov.12.2009 at 06:10 PM
Tyler Rasmusson’s comment is:
It is a nice and simple logo change. I live in the small town of Mound MN, and its history very rich and full of stories. The story of Tonka toys is really the backbone to this town, and I think that the logo change is appropriate.
P.S. believe it or not it isn't always cold as hell up here. We actually spend half the year in our swimsuits on the beautiful Lake Minnetonka.
On Nov.12.2009 at 08:03 PM
Daniel’s comment is:
that is some damn ugly typography...
On Nov.12.2009 at 09:20 PM
MSGDS’s comment is:
I like the change, but I feel some disconnect from the product that Tonka is currently making.
On Nov.13.2009 at 07:43 AM
Todd Weber’s comment is:
My initial reaction was to recoil in horror. Then I scrolled down and saw the logo presented in beat up tough guy metal. I really dug it. Then I scrolled down further and saw in application on the Chuck and Friends toy. And I now think the logo is cool, but the product line needs to catch up to it. They could have waited to roll the logo out on some new pieces.
Someone said it before, this logo IS badass. And Sebastien, despite that, a tough guy can indeed be sensitive. That is, as long as his truck is badass.
On Nov.13.2009 at 09:56 AM
Bb’s comment is:
I think it's a good update. If I saw the logo on a toy I would recognize it as the "Tonka" logo for sure, but think something is different. They maintained the continuity of the brand by keeping the same basic shape. It's definitely better than many real auto company car name/styles. I still think that "a" feels a bit lonely in contrast to the TK ligature covering the middle letters.
My little bro cut his head open on a mini (a 3"toy) Tonka front loader back in the day. Oh the memories that little company has created. Now that's a brand.
On Nov.13.2009 at 12:27 PM
Dylan’s comment is:
Initially, it reminded me somewhat of the Turner logo, although they aren't really all that similar.
I think I prefer the previous logo over this one for the same reasons as Von K in his second paragraph.
On the topic of the connotations of the previous truck name, I remember my father and uncle discussing it while I played with my truck, but I didn't understand what they were talking about since I was too young.
On Nov.13.2009 at 01:18 PM
Nick’s comment is:
Oh man! I used to have a fleet of Tonka Trucks. I had the dump-truck which had a bowed out box from my ass because I used to sit in it and ride down the driveway. I had the Cement Truck, the Fire Truck, the Backo with the handle on the shovel so you could actually dig with it.. the number of gardens I ruined with those things is staggering.
I think my parents still have them in the garage and I'll fight to the death to keep them. They already got rid of my TMNT acion figures long ago and I'm still bitter about that.. I don't want to relive that horror.
Its a real shame that the new Tonkas look like toys. Tonka should just change its name because these new things aren't Tonkas anymore. If you can't dent it and attempt to wreck it to no avail, then its not a real Tonka.
The logo is alright. Its got that "Tonka" look and feel to it. Too bad the toys however do not have the feel anymore.
On Nov.13.2009 at 01:38 PM
Art Meier’s comment is:
What once made America a great force is slowly disappearing one logo at a time. The honesty in their old logo is what built their brand and it is irresponsible for them to destroy that foundation.
I don't have kids yet but when I do, ebay is going to be selling me my sons Tonka truck. I want him to be able to stand in the back of it and try to ride it down a steep hill like a skateboard. The more stitches he has to get the better.
On Nov.13.2009 at 03:07 PM
Mark’s comment is:
I like it.
It's a nice update of an old logo without completely changing it.
It's nice and rugged looking.
On Nov.13.2009 at 06:51 PM
Tom’s comment is:
I could drive a truck through that letterspacing.
On Nov.15.2009 at 10:40 PM
matsuri626’s comment is:
Oh, I loved my Tonkas. When I was growing up there always seemed to be some sort of construction going on at home. So of course, there I would be, on the dirt, constructing miniature gravel roads for my jeeps and trucks. But back to the logos. One of the best features of the oval 70s logo with the yellow letters was instant recognition from far away. This is vital for a toy logo because it provides the kid with plenty of time to bug his parents into walking toward the store and buying the toy.
The new logo looks fine, but a bit too grown up. A bit too serious.
On Nov.17.2009 at 02:30 PM
SonHouse’s comment is:
This is a really nice update that is both reverential to the logo's heritage and successful in placing the logo in a contemporary context. I actually think it's an improvement in that it better captures that quality of toughness that we all associate with the brand of our childhood. Good stuff.
On Nov.19.2009 at 11:42 AM
Glenn Sakamoto’s comment is:
Something about italics in a wordmark make it look dated. Or at least will look dated in a few years.
On Nov.21.2009 at 08:48 AM
David’s comment is:
I think the redesign looks tougher and retains some of the original feel. I say thumbs up.
I remember by road grader and my brother's dump truck. Great stuff.
On Nov.23.2009 at 09:44 PM
Jen’s comment is:
It just seems so...fussy to me. It's *almost* tough, but those extra little lips and serifs on the type just nice it up too much. However, it is definitely a step in the right direction (not sure I can say the same for Chuck!).
On Nov.24.2009 at 09:57 AM
New York City personal injury lawyer’s comment is:
I really want Tonka and GI Joe to go back to exactly the way I remember them. The logo change is ok, nothing spectacular but nothing atrocious either.
On Nov.24.2009 at 03:20 PM
Jeff Barlow’s comment is:
"The honesty in their old logo is what built their brand and it is irresponsible for them to destroy that foundation."
I don't agree that the old, Clarendon logo is what build Tonka’s brand. But I do believe it did a great job of standing for their brand. If anyone from my generation sees the previous Tonka Logo we think of the driveway-riding, stitches-giving, garden-ruining toys that made the Tonka Brand and made our childhood great.
The new logo has that tough-truck appeal. But now the brand is gone.
Chuck the dump truck? Seriously? That's what the world needs a line of hard-core construction toys for wusses.
On Nov.26.2009 at 01:11 AM
Gareth Coxon - Dot Design’s comment is:
Good to see they didn't destroy the heritage of that brand, it will have many kidhood memories for many people and to rebrand would have been a mistake, like it.
On Dec.07.2009 at 11:13 AM
r4i’s comment is:
I don't see much difference in the new logos. I think ya gotta think out of the box and really make something innovative.
On Dec.09.2009 at 04:17 AM
Discussing, and looking for, what is relevant in, and the relevance of, graphic design. [Archives Only]
Corraling the most relevant and creative on- and off-line bits that pertain to the design community — and said community is openly invited and encouraged to add their hard-earned links.
Encouraging creative diversity in the community through monthly, one-word challenges.
Celebrating the reality that print is not dead by showcasing the most compelling printed projects.
Describing, tracking and explaining culture, commerce, politics, media, sports, brands — everything possible, really — through design.
Designing corporate and brand identities and full development of printed and digital matter for clients and us.