Puma logo: history and evolution of the iconic design


Last updated August 2, 2023

The Puma logo is one of the most iconic symbols in the world of sports clothing and footwear. From a simple design to its current exceptional design, the logo has captivated the audience and helped the brand establish a strong footprint in the global market. However, it took decades to evolve into the impressive and unique design it is today. Let’s delve into the intriguing journey of its evolution.

As a business grows, it ventures into a broader market targeting different customers. So, a global brand’s logo should reflect its ambitions to target larger markets. Most companies, which expand globally, often change or redesign their logos.

The Puma logo is an emblem of Puma SE, a German multinational company. The global giant designs and manufactures sports and casual shoes. It is also known for manufacturing sports-related clothing and accessories.

With the growth of the company’s activity, its logo also had to go through a phase of evolution to appear today as a refined brand symbol. Its logo design is now consistent and has appeared almost the same for years on its sneakers, shirts and other clothing. The emblem is inseparable from the company’s branding and marketing campaigns.

A brief history of the Puma logo

Puma is a global brand and it would be interesting to know how the brand and its emblem have grown and evolved over the decade. So here is the summary History of the Puma logo.

The Puma label was registered in October 1948 as a company trademark. According to the company Official page“PUMA has continually advanced sport and culture by creating fast products for the world’s fastest athletes. For more than 70 years, we have drawn strength and credibility from our sporting heritage.

The company’s founder, Rudolf Dassler, initially named it “RUDA”, a mixture of the first two letters of his name. The company later rejected this idea and adopted the brand name PUMA.

Indeed, according to company guidelines the Facebook page: “Rudolf’s vision was that all of his products would embody the characteristics of a Puma cat: speed, strength, flexibility, endurance and agility – the same attributes that a successful athlete also needs.”

1948: the “D” logo

The shoe manufacturing company first launched its logo in 1948. It was a design of a jumping Puma cat. Its main element was the puma jumping over the large but closely spaced letter D. The letter represented the company’s founder, Rudolf Dassler.

1959: the shape band logo

But it was in 1968 that the company came up with a logo that to some extent conveyed Rudolf’s vision. It combined a wordmark and an image. It was also at this time that the famous white stripe appeared on shoes and became an integral part of the logo.

1968: The Leaping Puma

In 1968, the company brought back its Puma icon in black, making it a central visual identity of the brand. It was a cleaner design with a sleek and sophisticated jumping puma cat.

In the 1970s, a bold, enlarged wordmark accompanied the jumping cat. The brand name was written in a custom sans serif font.

professional logo

1974: The wordmark and the cat

In 1974, a slightly different version of the badge appeared. The jumping Puma cat was on one side of the wordmark this time.

1980 – 1982: The lone cat logo

In 1980, the company removed the wordmark from the notable logo. The Puma cat alone represented the brand. Furthermore, it is worth noting that the company still uses the cat logo alone today.

1982 – 1988: The wordmark is back with the cat

The shoe and sportswear manufacturing giant brought back the wordmark with a slight modification of the 1982 logo. The wordmark had the shade of the famous form stripe in white. So the logo redesign was again a combination of the brand name and the jumping cat. The company kept this brand for eight long years.

From 1988 to today: an aesthetically designed logo

In 1988, the company removed the white stripe from the wordmark. So it was the same emblem with the brand name and the jumping cat, but without the shape strip in 1988. It continues to be the main brand identity of the company.

After this brief History of the Puma logoyou would like to learn some lesser known but interesting facts about the Puma logo.

5 things to know about the Puma logo

Most of the iconic global brands are known for their impressive logo with unique design. People recognize them and align them with a brand. The Puma logo is an emblem that people know for high-quality shoes, like Puma cricket shoes and sportswear. But the emblem has its evolutionary history.

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Here are five facts you will find interesting about the Puma logo:

01. The first Puma logo had a capital “D”

The first Puma logo was launched in 1948 and was very different from the current logo. At that time, the logo featured the letter “D”, with the puma cat jumping across the letter. The letter D stood for the company’s founder, Rudolf Dassler. In later years, the word Puma was added to the symbol.

This monochrome image wasn’t a great design, but it managed to grab people’s attention. THE Puma symbol with the cat jumping across the letter D also appeared in a different version in a hexagonal box.

02.The logo conveys agility and prowess

The leaping puma cat conveys prowess and agility. The puma therefore becomes a natural symbol of sporting prowess. The silhouette thus becomes the visual identity of the brand and the cat symbolizes agility, grace and strength.

Thus, the logo aligns with Puma’s mission statement: “to be the fastest sports brand in the world.” The leaping Puma cat indicates that the brand intends to be ahead of its competitors in the sporting goods and clothing manufacturing industry.

03. People once confused the form strip with the logo

Besides the leaping Puma logo, the form strip was also a famous element of the company’s brand. It was so popular and familiar that people once considered it the company’s true logo.

But the form tape was there for a specific purpose. In the 1950s, manufacturers began using lightweight materials to make athletic shoes. But players couldn’t really control their foot movements due to the shoes’ lightweight material. They had to run, kick and perform various actions on the field.

So, during the 1958 World Cup, Puma launched shoes with a shape strip. This was a strip of leather on the side of the shoe to support players’ feet and help them move quickly.

At that time, the company gave a description of the shape strip present on the shoe. Its description read: “A molded band shoe supports the foot securely without compromising range of motion or adding too much pressure. This also avoids twisting the ankle or stretching the leather too much to the side or towards the heel.

04.The Puma logo is officially black

The official color of the Puma logo is always black, although the symbol appears in red and white. But the company has experimented with multiple colors in the past to keep audiences engaged and also to convey a brand message. Yet the company continued to officially retain the black color.

One reason to keep the color black is that over any other background, the black background makes a great transparent overlay. The company has also developed reverse logo versions with a white base on several silhouettes.

The intention behind keeping the black color was to make the logo memorable as it would look elegant and simple. Black is also the color of power, strength and authority.

05. The logo is known as “No”. 1Logo’

Another fact you need to know about the Puma logo is that in 1968, the company introduced it as the “No. 1 Logo.” The logo depicted the cat jumping the wordmark.

Since then, the company has kept the same design. Instead, only minor changes, such as the removal of the eye and nose, and the ears are now more prominent.

Puma logo design elements

People can instantly recognize the Puma logo thanks to its unique yet simple design. It features only one font, one image and one color, making it a memorable symbol of excellence in sporting goods markets. Here’s how to describe the design elements of the emblem.

Character font

The wordmark used in the Puma logo is the company name in large capital letters. Thus, the shoe and sportswear manufacturing company expresses its brand personality with such a wordmark. Also new Puma logo the font is sans serif and the letters have slightly rounded edges to give the brand a friendlier look.

It is difficult to identify a particular font in the case of the Puma logo, as the company has not revealed it yet. But experts think the logo probably uses Quandor Regular or FF Softsoul Std Bold. The font currently used is slightly modified from its initial appearance.


The Puma logo generally appears in black since it is the official color of the brand. Black evokes authority, power and strength. Thus, the company chose black to convey the agility and power needed in a sporting field to compete hard.

However, sometimes the company uses a different color depending on the context. This is why the logo of some of its products consists of white lines on a solid red background. It also appears in a white and dark navy color scheme.

These are the key elements that might interest you in the iconic Puma logo. The design is the result of its long evolutionary history. Additionally, the logo has grown to reflect the company’s global activities and ambitions.

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The Puma logo is an iconic global symbol of excellence in the shorts, footwear and apparel markets. It reflects the ambition of athletes to be faster and more competitive. But the logo design went through many phases of evolution, with the company tweaking and redesigning it before arriving at the current logo.


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