In 1951, Leo Burnett (the famous
advertising executive known for
creating other product icons such as
the Jolly Green Giant and the Marlboro
Man) was hired to create a campaign for
Kellogg's new cereal, Sugar Frosted
Flakes (now named Frosties in the UK
and Frosted Flakes in the US). Tony the
Tiger, designed by children’s book
illustrator Martin Provensen, was one of
four characters selected to sell the
cereal. Newt the Gnu and Elmo the
Elephant never made it to the shelves
and after Tony proved more popular
than Katy the Kangaroo, she was
dropped from packs after the first year.
Whilst the orange-and-black tiger
stripes and the red kerchief have
remained, Provensen’s original graphic
design for Tony the Tiger has changed
significantly since he first appeared in- Tony started out with an
‘American football’ shaped head and
green eyes. Later Tony’s head became
‘softer’ and more rounded and his eye
colour changed from green to gold.
Today his head is more angular and he
sits on a predominantly blue pack
background rather than the original
green box. But the biggest change was
to his overall stance. Originally Tony was
presented as a character that was no
bigger than a cereal box and he walked
on all fours. By the 1970’s, influenced by
the growing public interest in health and
fitness, Tony’s physique had developed
into a slim and muscular six-foot-tall
standing figure.
One aspect of graphic design that
raises an ethical dilemma is that of its
relationship with the creation of printed
materials and the environmental
impacts of print production. For
example, in the UK, it is estimated that
around 5.4 billion items of addressed
direct mail are sent out every year and
these, along with other promotional
inserts, amount to over half a million
tonnes of paper annually (almost five
per cent of the UK consumption of
paper and board). Response rates to
mail campaigns are known to be
between one to three per cent, making
‘junk mail’ arguably one of the least
environmentally friendly forms of print
communication. As well as the use of
paper or board, the design decisions to
use scratch-off panels, heavily coated
gloss finishes, full colour ink-intensive
graphics or glues for seals or fixings
make it more difficult to recycle once it
has been discarded. How much
responsibility should a graphic designer
have in this situation if a client has
already chosen to embark on a direct
mail campaign and has a format in
mind? Even if designers wish to
minimise the environmental impacts of
print materials, what might they most
usefully do?Case study Tony the Tiger1 2 3 4 5 6 7 8 9 10 OK Y U
While every effort has been taken to carry out instruction to customers satisfactionNO RESPONSIBILITY liability will be accepted for errors
U 068 CUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFOREAUTHORISING PRINT RUNS
U258174 DLMAC5osx 18.08.2009 150#HTS/HO
HE-DTPDALIM^1Title: Basic Design-Thinking
Client: QPL Size: 160mmx230mmP391UGRAPHIC DESIGN_ethics_P193-200.qxd 8/19/09 10:23 AM Page 6