Steiff: Teddy's Creator

Logo Design

German toy manufacturer Steiff is a beloved brand all over the world. It invented the Teddy bear 120 years ago, but surprisingly the cuddly companion was completely absent from the company’s brand design. When Steiff asked us to modernize its look to meet changing perceptions of a premium brand, we convinced our client to enrich it with their most valuable asset: the bear’s face with the iconic button in its ear. We also optimized the wordmark for better readability in small, digital applications, but preserved its familiar character.

Client / Manufacturer

Margarete Steiff GmbH

Giengen / Brenz, DE

Design

Peter Schmidt Group

Hamburg, DERuediger Goetz, Felix Damerius, Larissa von der Heide, Sven Fuchs