Gund went through rebranding in late 2015. It included a redesigned logo that reflects its signature plush toys. This new identity system was designed by a NYC-based digital branding agency Cynda Media Lab, and it received several national and international design awards, including 2016 Communication Arts Design Annual Award, 2017 HOW Logo Design Award, 2017 iF Design Award, and 2017 A'Design Award. It also released more than 200 new items as part of its 2016 campaign. It was in late 2015 that Enesco was purchased by private equity fund Balmoral Funds.