Steiff is launching a new visual language.

Following a logo update last year, Steiff is further expanding efforts to set its brand apart aesthetically. The new visual language will include overarching branding for the company as well as looks individualized to its product lines, including Friends, Originals, and Editions.

The umbrella campaign covering the entire Steiff brand honors the company’s 140 years of history with teddy bears. The Friends campaign presents Steiff plush in a monochrome setting. The Originals campaign mimics the natural habitats of the animals the plush are based on. Finally, the Editions campaign will showcase the products like works of art, leaning into their collectibility. 

“Steiff is a premium brand with a global reach, which must also be reflected in brand communication,” says Frank Rheinboldt, CEO of Margarete Steiff GmbH. “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.”

Steiff was originally founded in 1880 by Margarete Steiff, and has been manufacturing plush toys since. The new visual language at Steiff launches today and includes plans for both videos and imagery, with an emphasis on digital communication.