GUND Visual Identity System Design
GUND is the oldest manufacturer of soft toys in America, and also the first company to truly capture emotion and facial expression in their product shots of plush toys. These endearing photography became the core of the famous "Gotta Getta GUND" advertising campaign, which firmly established the company's name as a well-known brand. GUND’s new brand identity design pays homage to this tradition by by drawing focus on the most emotionally expressive elements of GUND’s signature products.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
For more than 100 years, GUND has been recognized worldwide for the quality and innovation of their products.This expandable and flexible visual system emphasizes the intangible qualities of the company’s work over the physical, reflecting the emotional investment that develops among their consumers. This new identity encompasses GUND's core values such as high-quality and huggability, while also highlighting GUND's commitment to creating genuine emotional connection through their products.
OPERATION / FLOW / INTERACTION:
This new identity design was reviled during the 2016 Toy Fair in New York. The visual system was successfully executed through a great variety of applications ranging from small hangtags, large trade show graphics, and web graphics.
PROJECT DURATION AND LOCATION:
This rebranding project started in June 2014 in Edison, New Jersey and completed in August 2015.
FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design
PRODUCTION / REALIZATION TECHNOLOGY:
Print, environmental graphics, motion graphics, interactive media and social media campaign.
SPECIFICATIONS / TECHNICAL PROPERTIES:
This identity system is designed to be expandable for all media type ranging from print, such as hangtag and packaging, to digital, such as website and animations.
branding, visual identity, rebranding, graphic design, trademark, logo
Before the visual design phase, a comprehensive brand and marketing research was conducted including brand image inventory, web survey, social media presence, industry outlook and trend research, competitor analysis, key stakeholder interviews, consumer interviews, consumer observations, web traffic analysis, media coverage analysis, and brand identity workshop for representatives and leaders from the internal community.
GUND is known for the quality of their project among the older generations. However, its brand recognition is weakening especially with teens and young adults. This rebrand is designed to provide a brand personality and message that engage the digital natives.
TEAM MEMBERS (3) :
CJ Yeh, Christie Shin and Fred Pirlot
Photographer Alexandra Mann