Children’s bicycle manufacturer Puky has launched a new brand identity to mark its 75th anniversary. Under the motto “Puky – Ready for Life,” the company focuses on authenticity, quality, and reliability. This rebranding includes a new logo featured across all marketing and product materials.
Since 1949, the company has produced children’s vehicles, offering balance bikes, tricycles, scooters, go-karts, and bicycles. Initially named Puck, the company moved to its current headquarters in Wülfrath in 1960. The brand offers mountain bikes for children and teenagers under the sub-brand Eightshot. The new communication strategy emphasizes authenticity in both visuals and language.
The old vertical logo with the brand name “PUKY” (previously “PUCK”) has been replaced with a horizontal wordmark. This modern design improves the logo’s adaptability across different media. The new logo has already been implemented on the company’s website and social media platforms.
Accompanying the logo change, the company launched a campaign under the motto “Puky – Ready for Life.” This campaign highlights support for children and families through all stages of life, portraying real-life family moments to connect authentically with its audience.
The new logo is more striking and sporty, featuring a streamlined horizontal wordmark. This design shift aims to give a more modern and dynamic appearance. It is practical for various applications, including product frames and handlebars.
The company opened its first brand store in Berlin as part of the new communication strategy. The Puky Brand & Concept Store showcases products and increases brand visibility. The store features innovative, lightweight vehicles in fresh colors, aligning with the new brand identity.
The redesign was carried out in collaboration with the communication agency Punkt PR. The new logo aims to position the brand as combining quality and reliability with modern design. This transition has sparked some debate.
While the new logo is intended to reflect the authenticity and human relationships, some critics argue that abandoning the traditional logo might not align with this goal. Many companies, such as Citroën, Volkswagen, Burberry, and Burger King, have reverted to their traditional logos to emphasize authenticity and heritage. The previous logo, associated with childhood memories for many, created a strong emotional connection that spanned generations. For parents and grandparents, this logo symbolizes reliability and durability.
The new logo, though modern and sleek, lacks the emotional resonance of the traditional design. A more subtle update to the existing logo might have maintained the brand’s heritage while modernizing its appearance. A logo serving as a quality seal, much like the classic logos of brands like Steiff or Emmaljunga, could have better articulated the values of authenticity and trustworthiness.
The new brand identity will be phased in gradually, with the updated design appearing on products in the Autumn/Winter 2025 collection. While the transition will take time, the company remains committed to its core values, ensuring that its visual identity aligns with its reputation for quality and reliability.
The rebranding marks a significant milestone in the company’s 75-year history. The new logo and brand identity reflect a modern approach and commitment to authenticity. While the new design brings a fresh look to the brand, it is crucial to maintain the strong emotional connection that the traditional logo has built over the years.
