Reviving a Legacy: GUND's Visual Identity System Design

Cynda Media Lab's Rebranding of America's Oldest Soft Toy Manufacturer

GUND, a name synonymous with quality and innovation in soft toys, has been a part of American households for over a hundred years. The company's new brand identity, designed by Cynda Media Lab, pays homage to GUND's tradition of capturing emotion and facial expression in their plush toys. The rebranding focuses on the most emotionally expressive elements of GUND's signature products, reflecting the company's core values of high-quality and 'huggability'.

The visual identity system design is not just about aesthetics; it's about creating an emotional connection. It's about emphasizing the intangible qualities of the company's work over the physical. The new identity encompasses GUND's commitment to creating genuine emotional connections through their products, a quality that has endeared the brand to its consumers for generations.

The new identity design was unveiled at the 2016 Toy Fair in New York. It was successfully executed across a variety of applications, from small hangtags and large trade show graphics to web graphics. The design is expandable and flexible, designed to be applicable across all media types, including print, digital, and animations.

The rebranding project, which started in June 2014 in Edison, New Jersey, and completed in August 2015, was not without its challenges. GUND's brand recognition was weakening among teens and young adults, despite its strong reputation among older generations. The rebranding aimed to engage the digital natives, providing a brand personality and message that resonates with them.

The project was underpinned by comprehensive brand and marketing research, including brand image inventory, web surveys, social media presence analysis, industry outlook and trend research, competitor analysis, and stakeholder and consumer interviews. The result is a friendly and playful trademark that pays homage to GUND's tradition, emphasizing the emotional investment that develops among their consumers.

The new visual identity system design for GUND was awarded Silver in A' Graphics, Illustration and Visual Communication Design Award in 2017. The award recognizes top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. The design, admired for its strong technical characteristics and splendid artistic skill, showcases a remarkable level of excellence and introduces positive feelings, amazement, and wonder.