Adding Love to a true Love Brand

Corporate Design for Steiff

Steiff invented the teddy bear. Although he was a bestseller, he never appeared at all in the brand's design. After more than a century, we made him and the fascinating story of his invention visible – more precisely, the iconic bear's head with the button in his ear.

The new highlight of the logo is the bear's head, reduced to its essentials. The white circle in his right ear stands for the button in the ear that all Steiff products wear as proof of authenticity. We optimized the wordmark for better readability in small and digital applications, but retained its familiar character.

Since 1904, all Steiff products have carried the button in their ear as a unique proof of authenticity. Now it's also part of the lettering, thanks to the off-set dots in the classicist Bodoni font.

Designtagebuch.de

“A logical and sensible step forward. And the Bodoni serif font used in headlines also looks really chic.”

Larissa von der Heide, Senior Designer, Peter Schmidt Group

“A flexible look that's so high-quality it'll win over collectors – and so friendly it'll delight kids.“

Meet the team

Grace of Waste Furoshiki