Puma Logo

Puma LogoPuma Logo PNG

Grace, strength, purposefulness, inflexibility of will – this is what the Puma logo with a representative of the cat family reflects. It is also a visualization of the name of a fashion brand engaged in producing sportswear and footwear. A black shadow that overcomes any obstacle with one jump is an allegory of brilliant physical abilities and high comfort.

Puma: Brand overview

Founded: 1948
Founder: Rudolf Dassler
Herzogenaurach, Germany
Website: eu.puma.com
Puma is one of the largest sporting goods manufacturers competing with Adidas. It appeared in 1948 when Rudolf Dassler founded his shoe factory. He became famous not only for innovative products but also for the memorable logo with the image of a puma.

Meaning and History

Puma Logo History

The company had several names. First, RUDA (a combination of the first two letters of the creator’s first and last name), then PUMA AG Rudolf Dassler Sport. Now the company is simply called Puma, whose name and iconic emblem match.

What is Puma?

Puma is an international corporation of sports accessories, shoes, and clothing, which occupies the second position in the world. It was founded by the entrepreneur Rudolf Dassler in 1948 based on the Gebrüder Dassler Schuhfabrik, which was divided into two independent companies after a quarrel between the owners. One is Puma, and the other is Adidas. The head office is located in Herzogenaurach (Bavaria).

1948 – 1951

Puma Logo 1948-1951

On the debut logo, a predatory cat jumps over the letter “D.” This is a direct reference to the name Dassler.

1951 – 1958

Puma Logo 1951-1958

In 1951, designers placed the drawing inside the hexagon. In the initial version, a simple black geometric figure was used. In 1957, a double black-and-white contour was added to it, and the word “Puma” appeared under a predatory cat. In 1958, the background turned white. A wide frame was decorated with the inscription “Rudolf Dassler Schuhfabrik.”

1958 – 1968

Puma Logo 1958-1968

In 1958, the manufacturer deviated from the classical concept. Over the next ten years, his emblem was a football boot, complemented by the phrase “Puma form-strip.” The thick, sans-serif font was chosen for the first word and elegant italics for the second. So the company noted the creation of an element of lateral support (Formstrip) in the form of three stripes on sports shoes.

1968 – 1970

Puma Logo 1968-1970

Rudolf Dassler felt that the boots did not fully reveal the character of Puma. After all, a predatory cat is the embodiment of dexterity, stamina, flexibility, speed, and strength. He wanted to change the existing logo and commissioned the cartoonist Lutz Backes, with whom his son Gerd Dassler studied, to do so.

The artist first drew the body of a black panther, and then added the legs and head of a cougar to it, so that the image as much as possible meets the requirements of the customer. The owner of the factory offered to pay a commission fee: 1 cent for each product sold with the Puma logo. But Lutz refused and asked for a one-time payment of 600 marks. Together with the money, he was presented with a gift: a sports bag and a pair of shoes.

1970 – 1974

Puma Logo 1970-1974

In 1970, the silhouette of the cougar changed slightly. Now it is white with a black outline. The figure has become more dynamic because the animal is depicted in a jump.

1974 – 1976

Puma Logo 1974-1976

On the emblem of 1974, the inscription “Puma” appeared again. The font resembles the 1958 version: bold, quadrangular letters with rounded edges. The predatory cat is repainted black and is located on the right. This trademark had several modifications, both with a rectangular frame and without it.

1976 – 1978

Puma Logo 1976-1978

In 1976, experiments on graphics continued. The developers got rid of the cougar, leaving only the name of the company. Moreover, the font was completely changed: now the letters are oblique, “p” seems to be lowercase due to the long vertical stroke. Below is a Formstrip.

1978 – 1980

Puma Logo 1978-1980

Two years after the unsuccessful image change, the company returned to the classic logo design. Now the cougar hangs over the inscription as if trying to jump over it.

1980 – 1988

Puma Logo 1980-1988

In 1980, the “Formstrip” was again added to the word – this time translucent.

1988 – today

Puma Logo 1980-present

Puma Logo 1988-present

The developers returned the 1978 emblem without a curving strip. The main palette includes black and white. But there is an additional one – with a bright shade of red.

Font and Colors

Puma Emblem

It is quite logical that the Puma emblem is the silhouette of this predatory beast. The animal is shown jumping, which indicates the sportswear and footwear manufacturer’s main goal: to promote an active lifestyle. The trademark applied to tags and products perfectly reflects this idea because the cougar is incredibly fast: it can reach record speed while running. The artists paid attention to detail, drawing the ears, tail, paws, and smooth outlines of the body.

Puma Symbol

The modern typeface, which is presented on the Puma logo, appeared in 1974. The designers developed it, especially for this company, using a strict bold grotesque as an example. This typeface was later used as the basis for the My Puma family of free sans-serif fonts by Samuel Park.

The monochrome palette enhances the minimalism of the logo. The standard color scheme contains only black and white, but there are versions with a bright red shade that makes the picture and lettering stand out effectively.

Puma color codes

Black Hex color: #000000
RGB: 0 0 0
CMYK: 0 0 0 100
Pantone: PMS Process Black C

Why did Puma choose their logo?

Rudolf Dassler chose this name for his company because the real cougar (wild feline) embodies all the key qualities that athletes need: agility, flexibility, speed, endurance, and strength.

Why is the Puma logo black?

The black color on the Puma logo has been retained from the debut version when it was still black and white. Thanks to the monochrome (dark on light), the silhouette of a wild cat jumping over the letter stood out clearly. In addition, it is a clear parallel between two members of the cat family – the puma and the panther, which are usually painted black.