Interview and text by Kenki Maeda, Photography by Daisaku Eto, Editing by Goji Terada
Tamiya, a model manufacturer that continues to lead the way in the hobby world. From precise scale models based on real-world research to RC cars, Mini 4WDs, and craft series, Tamiya has produced numerous epoch-making products and provided thorough user service, earning the support of many fans. This article delves into the company’s current state.
Many people associate Tamiya with the red and blue twin stars. Simple yet eloquent, the Tamiya logo possesses a duality of being catchy yet unobtrusive, without detracting from the product itself. We explore the charm and background of this increasingly brilliant logo.
Four changes in 80 years! The evolution of the Tamiya logo.
1953-1960
The earliest logo used during the era when they only dealt in wooden models.
This was the first logo used for wooden model products, devised in 1953 when the company transformed into a dedicated model manufacturer. It features the initials “TMK” for “Tamiya Model Materials” against a globe background. Two versions with different backgrounds have been confirmed
1960-1966
The old logo made its debut with Tamiya’s first plastic model kit, the “Battleship Yamato”.
The first “Twin Star” was born when Shunsaku Tamiya (deceased), the restorer of Tamiya, asked his younger brother Masao (deceased), who was studying design at Tokyo University of the Arts at the time, to create a mark “suitable for the new era of plastic models.”
1965-1968
The “black circle logo” was used in conjunction with the twin star logo, mainly on export products.
The “black circle Tamiya” logo was primarily used on slot racing car products, also known as “running plastic models,” which became a huge boom in 1963. It was never used alone, but was always used in conjunction with the old logo or the new (current) logo.
From 1966
The birth of an iconic logo that has been loved for over half a century.
First used in 1966. Initially used in conjunction with the “black circle logo” shown on the right for about two years, it became Tamiya’s sole flagship logo around 1968. For 60 years since then, it has remained a high-design logo without change. Following the first logo “TMK” (Tamiya Model Materials), Tamiya (then Tamiya Models), which became a plastic model manufacturer with the “Battleship Yamato,” needed a logo befitting the new era of hobby plastic models. Tokuo Tamiya, who designed the “Twin Star,” recalls in his brother Shunsaku’s book “The Work of Tamiya Models” (Bunshun Bunko): “I made it casually. It felt like I was helping out with the family business. (omitted) The only thing I came up with was a ‘star mark.’ Initially, I had English text around the mark, but it wasn’t very practical, so I changed it when we released the slot racing car in the 1960s, and it became the simple one we have today.” The simple red and blue Twin Star stands out against the white background of the packaging. The star symbolizes a popular figure (star) in the model-making world, while red represents creativity, passion, and youth, and blue represents precision, accuracy, and sincerity.
The distinctive “white packaging” is the face of Tamiya products.
Tamiya’s “Twin Star” logo is serene yet austere,
a high-design product that combines refined beauty.
Creative Director/Graphic Designer JUN WATANABE
is a former creative director at Start Today (now ZOZO). His own brand, ‘JUN WATANABE’, features numerous collaborations with companies like Tamiya and sneaker brands. In 2016, he launched ‘BLOCKHEAD MOTORS’, creating special editions of the ‘Wild One’ and ‘Hot Shot II’.
Tamiya is a historic and sacred brand, and I’m speaking purely from a third-party perspective.
While the elements that make Tamiya what it is are, of course, the models themselves, which combine precise reproduction with ease of assembly, some might also point to the “Tamiya design,” which is fundamental to the “white packaging” and the “twin star” logo. Creative director Jun Watanabe, known for his collaborations with Tamiya, is one of them.
“My father enjoyed RC airplanes, so when I was in elementary school, he bought me my first car, the ‘Hot Shot II.’ While manga and TV shows influenced my becoming a Tamiya fan, I think the power of their packaging design was the biggest factor. For example, their tank plastic models. While other companies used dramatic, graphic novel-style backgrounds, explosion effects, and flashy katakana lettering, Tamiya used illustrations on a white background. The lettering was mainly in the alphabet, with only the ‘Twin Star’ placed in a perfectly positioned location… I was struck by its serene, serious, and sophisticated design. That’s why I’m not only a fan of Tamiya products, but also a fan of Tamiya’s design.”
Later, he joined Start Today, the company that operates ZOZOTOWN. Even after taking on the role of head of the design department, his love for hobbies and his passion for Tamiya never waned.
“At one point, I realized that my strength lay in combining fashion with Tamiya. And, rather presumptuously, I sent a handwritten proposal enthusiastically stating, ‘The Tamiya brand has a strong appeal that transcends the model world!’ This marked the beginning of my interaction with Tamiya, which led to apparel products and the RC car collaboration ‘Hornet’ (pictured above).”
In a sense, he appears to be attempting to completely transform the Tamiya brand, but he is trying to maintain an objective, third-party perspective.
“I’m just a fan and an external designer. Tamiya has design regulations that have been cultivated over its history, and the ‘Twin Star’ has the strength to present a whole worldview on its own. That’s why, when I’m involved in the design, it’s absolutely essential that I approach it with a perspective and respect that doesn’t disrupt that tradition.”
Tamiya ‘1/10 RC Hornet by JUN WATANABE’
A groundbreaking RC design collaboration!
Released in March 2012. A special model based on Tamiya’s famous “Hornet.” Featuring pink tires and nuts, a black polka-dot body, and other unique features, this is a truly distinctive car.
TAMIYA x JUN WATANABE “JUN WATANABE Tamiya Polo Shirt (Blue)”
This cool polo shirt is made from breathable pique fabric, making it comfortable even in summer.
It features a monochrome twin star on the chest and buttons engraved with Tamiya’s star mark and collaboration name. In addition to the blue shown in the photo, it is also available in black, white, and burgundy.
TAMIYA x JUN WATANABE “Tamiya Mark Mini Shoulder Bag Khaki”
The monochrome twin stars give it a unique look!
Measuring 23cm wide, 17cm high, and 4.5cm deep, it’s a compact and durable bag made from high-density nylon, perfect for everyday use as well as camping and other outdoor activities. Available in khaki (pictured), navy, gray, and black.
Interview and text by Kenki Maeda, Photography by Daisaku Eto, Editing by Goji Terada
Source in Japanese language: DIME