Steiff: Teddy's Creator
Gold
Excellent Communications Design
Corporate Identity
Details
Steiff invented the teddy bear, but surprisingly, the cuddly companion was completely absent in the company’s brand design. After more than a century, we made him and the fascinating story of his invention visible – more precisely, the iconic bear head with the button in its ear. Clear and concise, modern and premium, but at the same time playful in the animations. We also optimized the wordmark for better readability in small and digital applications, but preserved its familiar character.
The Jury‘s Statement
Steiff has re-staged its centuries-old history and tradition as the inventor of the teddy bear in a refreshing update of their corporate design. The iconic bear head with the characteristic button in the ear has been incorporated into a clear, concise and high-quality logo design, referencing the company's origins. The refresh of the brand identity also convinces with an appealing use of colours and patterns, photographs and playful animations, without losing the traditional character. The result is a successful combination of corporate history and contemporary design that successfully transfers Steiff's identity into the modern age.
