What Is the Hot Wheels Logo?
The Hot Wheels logo is the name Hot Wheels in bold, forward-leaning red letters set against a sweeping flame. Mattel's own artists drew it for the toy cars Mattel launched on 18 May 1968. Hot Wheels is the die-cast toy car and track brand of Mattel, the American toy company based in El Segundo, California.
Collectors also know a smaller version of the mark: a flame inside a circle. It is printed on the rare Treasure Hunt cars that Mattel has hidden among its regular releases since 1995. The flame and the name are available as the Hot Wheels logo SVG.
Hot Wheels Logo Facts
| Introduced | 1968 |
| Symbol | A flame behind the Hot Wheels name |
| Logo type | Combination mark: the name and a flame |
| Owner | Mattel, Inc. |
What the Hot Wheels Logo Means
The flame comes straight from American hot-rod culture. Mattel co-founder Elliot Handler wanted toy cars that looked nothing like the realistic models on the market. So the first range had big tyres, superchargers and flame paint jobs.
A flame painted down the side of a car was the classic hot-rod sign of speed, and the logo borrows it directly. The italic letters push the name forward in the same way. The mark looks as if it is moving even when it is printed on a flat blister card.
Hot Wheels Logo History
The logo was drawn in-house at Mattel for the 1968 launch. The flame is credited to Mattel artist Rick Irons. Mattel graphic designer Otto Kuhni is credited with the lettering, a custom bold italic, and much of the early packaging art.
| Year | What happened |
|---|---|
| 1968 | Mattel shows its first 16 cars at the New York Toy Fair |
| 1995 | The Treasure Hunt series is marked with the flame in a circle, turning a piece of the logo into a badge for collectors |
| 1997 | Mattel buys Tyco Toys, the owner of Matchbox |
| 4 October 2018 | In the brand's 50th year, Mattel files a trademark for the motto "It's not the same without the flame", making the logo part of its slogan |
Handler came up with the idea after watching his son Kenneth play with Matchbox cars. He wanted a line for boys that could do what Barbie had done for girls.
Of the first 16 cars, eleven were designed by car designer Harry Bentley Bradley. The first car produced was a dark blue Custom Camaro.
Hot Wheels and Matchbox
For three decades Hot Wheels and Matchbox were the main rivals in small die-cast cars.
- Matchbox: realistic models.
- Hot Wheels: exaggerated hot rods with flames.
The rivalry ended inside one company in 1997, when Mattel bought Tyco Toys, the owner of Matchbox, and both brands came under the same roof.
For more toy and entertainment brands, browse our entertainment logos.
Frequently Asked Questions
Who designed the Hot Wheels flame logo?
Mattel artist Rick Irons is credited with the flame, and Mattel graphic designer Otto Kuhni with the lettering and early packaging.
When did the Hot Wheels logo first appear?
With the launch of the brand on 18 May 1968.
What does the circle flame on a Hot Wheels car mean?
It marks a Treasure Hunt car, a series of harder-to-find models Mattel has added to its range since 1995.
What was the first Hot Wheels car?
The first car produced was a dark blue Custom Camaro, one of 16 cars in the 1968 launch range.