Puma (formally known as PUMA AG Rudolf Dassler Sport)
is a large Germany-based multinational company that produces high-end athletic shoes and other sportswear. The company is best known for its soccer shoes. Adolph Dassler and Rudolf Dassler were the famous brothers who owned the company Adidas. In the year 1948, Rudolf Dassler separated from Adidas and created his own shoe company called Puma. It is the third largest sportswear manufacturer in the world behind Nike and Adidas, manufacturing and marketing a huge line of items including footwear, apparel and accessories. Catering to the now well recognized and established Sportslifestyle market, PUMA distributes its products in more than 80 countries today. Puma sponsors more than 30 national football teams worldwide. The company has also sponsored international soccer stars such as Pelé, Johan Cruijff, Enzo Francescoli, Diego Maradona and Lothar Matthäus. Puma is also the main producer of enthusiast driving shoes and race suits. It is the key producer in both Formula One and NASCAR especially. Today, the Puma Sportslifestyle brand is recognized for its best performance, design oriented athletic shoes and other sportswear. But besides its sophisticated product line, Puma has excelled in adapting a brand identity that is unique in its own sense, the Puma logo. Created first in the year 1948, the same Puma logo is still used today with little modifications. It is a combination of a symbolic icon and bold typeface. The Puma logo has an image of a leaping Puma, an animal otherwise called a cougar, a panther or a mountain lion. Active both day and night, it is a powerful beast and an expert hunter that can jump to a maximum of 20 feet high in a single bounce. By incorporating the creature in the Puma logo, the company has summarized the complete meaning of its products into a powerful identity. The Puma logo itself characterizes the brand’s reliability and its products’ competency in the global market.
Additionally, the Puma logo is also multifunctional and can be used for different purposes easily while keeping its original identity intact. The size, background and color of the Puma logo can be modified or changed without altering its integrity. No doubt, the Puma logo effectively manages to brand the company and its products.