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.
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