GUND Visual Identity System Design Rebrand by Cynda Media Lab

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DESIGN DETAILS
DESIGN NAME:
GUND Visual Identity System Design

PRIMARY FUNCTION:
Rebrand

INSPIRATION:
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.

TAGS:
branding, visual identity, rebranding, graphic design, trademark, logo

RESEARCH ABSTRACT:
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.

CHALLENGE:
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.

ADDED DATE:
2016-06-29 17:26:17

TEAM MEMBERS (3) :
CJ Yeh, Christie Shin and Fred Pirlot

IMAGE CREDITS:
Photographer Alexandra Mann

Visit the following page to learn more: http://cyndamedia.com
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CLIENT/STUDIO/BRAND DETAILS
NAME:
GUND

PROFILE:
For more than 100 years, GUND has been a premier plush company recognized worldwide for the quality and innovation of our products. Not only are we the oldest manufacturer of soft toys in America - in fact, we were one of the first ever companies to produce a teddy bear in the early 1900s! GUND quality ensures that our products will last as long as the memories they inspire.

NOMINATION DETAILS

Gund Visual Identity System Design Rebrand by Cynda Media Lab is a Nominee in Graphics and Visual Communication Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

· The profile and other works by Cynda Media Lab is also kept secret. This information will also be available later.
AWARD DETAILS

Gund Visual Identity System Design Rebrand by Cynda Media Lab is Winner in Graphics and Visual Communication Design Category, 2016 - 2017.



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