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(Brand guidelines) // Toys and games

Hot Wheels brand
guidelines

Hot Wheels’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from shop.mattel.com.

Download the Brand Skill

About Hot Wheels

Hot Wheels is Mattel’s vehicle and track-play brand, spanning die-cast cars, stunt tracks, Monster Trucks and collector models. Its flame-shaped signature and energetic creative language celebrate challenge, imagination and hands-on play.

Use the Hot Wheels flame-and-lettering lockup as the primary signature. Keep the flame silhouette, slanted lettering and red-yellow relationship intact. Mattel’s corporate burst mark and other toy-brand logos remain separate identities.

Hot Wheels colors

  • Flame red

    Red flame in supplied artwork

    HEX
    RGB

  • Logo yellow

    Lettering in supplied artwork

    HEX
    RGB

  • White

    Light background

    HEX
    RGB

  • Black

    Text and contrast

    HEX
    RGB

Hot Wheels fonts

  • Work Sans

    Current store interface

Font names only. The Brand Skill download doesn’t include font files.

Hot Wheels’s voice

Write with energy and a playful sense of challenge. Make the action clear: build, launch, race, stunt and try again. Keep product details specific to the toy or track set being shown.

  • “Hot Wheels Challenge Accepted”
  • “Give the Gift of Epic Play”

Dos and don’ts

Do

  • Use the Hot Wheels flame lockup for the brand.
  • Show vehicles, tracks and stunts as the focus of play.
  • Pair energetic headlines with clear product information.
  • Keep collector models and children’s play products in their proper contexts.

Don’t

  • Do not substitute Mattel’s corporate logo for Hot Wheels.
  • Do not redraw or separate the lettering from the flame artwork.
  • Do not imply that every vehicle and track set is compatible without checking.

Hot Wheels imagery

One image from shop.mattel.com, in one file of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Imagery

1 image

Hot Wheels’ store combines energetic vehicle and track-play imagery with clear product presentation. Use campaign imagery to establish a playful context, then let the product or play experience remain clear. The site adapts key campaign artwork for desktop and mobile placements.

The site also uses age-based shopping imagery and curated product displays to help families browse by age, interest, and occasion.

  • A vibrant Hot Wheels Monster Trucks Neon Smashers 8-pack is displayed in its retail box against a dark blue neon city backdrop.

Download Hot Wheels’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Hot Wheels’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, one image and the logos. The font files belong to Mattel, Inc, so they’re left out.

Download the Brand SkillZIP, 964 KB

hot-wheels-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ voice.md

│ ├ imagery.md

│ ├ colors.md

│ ├ logo.md

│ └ typography.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from shop.mattel.com on 3 Nov 2026. It isn’t Hot Wheels’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Hot Wheels and its logos are trademarks of Mattel, Inc. Rainbrand isn’t affiliated with or endorsed by Mattel, Inc.

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