Steiff Launches New Visual Language to Enhance Brand Presence
On Tuesday, April 23, 2024, Margarete Steiff GmbH announced the launch of a new visual language aimed at further developing the company’s brand presence. This follows the successful logo update last year.
The new visual language will include an overarching umbrella brand representation, as well as specific campaigns for the company’s product lines: “Friends,” “Originals,” and “Editions.” These campaigns will showcase the unique features and positioning of each product line.
The umbrella brand campaign will celebrate the 140-year heritage of Steiff’s iconic Teddy bears, taking viewers on a journey through time. Meanwhile, the campaigns for the “Friends,” “Originals,” and “Editions” product lines will highlight their individual characteristics with a shared visual code and unified branding. The “Friends” campaign will use humor to present the plush animals in a monochrome environment, while the “Originals” campaign will showcase them in their natural habitat. The “Editions” campaign will highlight the high-quality collector’s items as works of art.
Frank Rheinboldt, CEO of Margarete Steiff GmbH, expressed his satisfaction with the new brand presence, stating, “Steiff is a premium brand with a global reach, and this must be reflected in our brand communication. With our new visual language, we establish an international visual code for Steiff, which presents the brand and its diverse products in all their facets.”
The implementation of the new Steiff visual language, which will include videos and imagery, begins today. The company will focus on digital communication and pay special attention to the digital and physical presentation of the premium brand.
About Margarete Steiff GmbH
Founded in 1880 by Margarete Steiff, Margarete Steiff GmbH has become a world-renowned manufacturer of high-quality plush toys, particularly the legendary Steiff teddy bears. With a rich heritage spanning over a century, the premium brand prides itself on excellent craftsmanship, quality, and innovation. Each Steiff product is carefully made to evoke emotions and create lasting memories for generations. The company is dedicated to continuing its founder’s legacy and bringing joy to both children and adults with its timeless creations. For more information, visit steiff.com.
For media inquiries, please contact:
Margarete Steiff GmbH
Felicia Ruf
presse@steiff.com
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