GUND was known in the industry as the first teddy bear manufacturer in the US to truly capture emotion and facial expression in their product shots of plush toys. This new brand identity design pays homage to the company’s tradition by means of a friendly and playful trademark, which draws focus on the most emotionally expressive elements of GUND’s products. This flexible visual system emphasizes the intangible qualities of the company’s work over the physical, reflecting the emotional investment that develops among their consumers.

Cynda Media Lab is an award-winning transdisciplinary design studio. We specialize in branding, motion graphics, app/web design, and experience design. We believe design is creativity with purpose, and the best design solution is a result of research, exploration, and obsessive attention to details. At Cynda Media Lab, we ask “why,” explore “what if,” and always have the courage to try the “why not.”

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.