Puma: Brand Guidelines

UNLEAS

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CONTENTS

01

STRATEGY Our History Timeline Puma Soul New Direction Mission Keywords Moodboards Pumas Market Analysis Competitive Analysis Swot

12 14 16 18 20 22 24 28 36 38 42

02 03

VISUAL DEVELOPMENT Past & Similar Logos Past Colors Logo Explorations Type Explorations The New Puma

48 50 52 54 56

VISUAL STANDARDS Mark & Symbol Wordmark Clearspace Colors & Variations Minimum Sizes Improper Usage Typography Palettes Our Voice Corporate Business System App & Website Photography Style Advertising Style The Puma Effect Expansions Colophon

62 64 66 68 70 72 74 76 80 82 84 86 88 90 92 96

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1

STRATEGY

OUR HISTORY

STRATEGY

OUR HISTORY

13

Inspired for their love for sports, the Dassler brothers worked together and created a company of athletic shoes.

By 1948 Rudolf Dassler comes apart from his brother and founded Puma.

Puma’s first success was the creation of soccer boots with screws included. After that, multiple athletes sponsored by Puma made history in their craft and the brand.

From Olympic medalists to World Cup champions, Puma got in the spotlight.

Pele wins back to back World Cups using Puma boots in 1962. Two years later at the Tokyo Olympics, Mary Rand wins gold medal for the Great Britain wearing Puma shoes.

TIMELINE 1948 SEPERATION Rudolf Dassler separates from his brother Adolf and started his brand. He originally named it RUDA (Rudi Dassler) but finalizing it as Puma.

1924 BORN Rudolf and Adolf Dassler founded their shoe company, Gebruder Dassler.

1967 LOGO The modern logo picturing a jumping puma was made by cartoonist Lutz Backes.

1979

REVAMP The well-known puma across the right upper corner above the Puma typeface.

The eye and nose were removed.

2009

BOLT

The fastest man alive shines with Puma on his feet. Setting a world record of 9.58 seconds in the 100m, Usain Bolt entered history books.

2018

2006

WORLD CUP Puma makes a huge appearance at the World Cup by introducing 200g soccer boots. The Puma sponsored Italian team wins the cup.

THE NEW PUMA RISES Inspired by nature, the new visual identity is created.

PUMA SOUL

STRATEGY

PUMA SOUL

17

Puma fuels your inner animal and helps you unleash it to pull off your maximum capabilities.

NEW DIRECTION

STRATEGY

NEW DIRECTION

19

Puma was founded having in mind the characteristics of the big cat, and how our inspiration would be reflected in the brand. We use its essence and what it represents to jump higher in the market. We show how its attributes are a must in the mindset in the way to success. We want to express our new identity and vision by reflecting our ability to understand never-ending athletic trends, and take the best of them to inspire our passionate customers.

MISSION

STRATEGY

MISSION

21

To inspire people from all over the world to unleash and encourage their inner animal to perform their best.

KEYWORDS LEADERSHIP

UNLEASH

INSPIRATION

SPEED

MOODBOARD

PAST

MOODBOARD

NOW

JANE

STRATEGY

JANE

29

38

AGE FITNESS INSTRUCTOR CHICAGO, IL MARRIED

Jane is passionate about her career and she takes it very seriously. She is strict with what she eats and drinks because her career it’s her lifestyle. She definitely feels the pressure of the competitive industry. Some nights she stays up looking the latest research and trends. Jane likes to help people improve their moods. Hates wasting time.

G OA L S A N D M OT I VAT I O N S

Career achievements.

Prove her value.

Help others achieve their goals.

To start her own fitness center.

F R U S T R AT I O N S

She feels like she isn’t standing out.

Staying stuck in her career.

Lack of network.

She wants to be taken more seriously.

You are only a workout away from a good mood.

GABE

STRATEGY

GABE

31

20

AGE COLLEGE SOCCER PLAYER LOS ANGELES, CA SINGLE

Gabe plays in SoCal. He is interested in music and likes to create. He works a part time job at a coffee bar where once a month the manager lets him perform on stage.

He wants to be able to afford soccer training equipment and go practice at the beach even if is by himself. He follows the world sports news on social media. He loves to compete and hates when people give up rather than give something a shot. He describes himself as an adventurous and outspoken person driven by passions.

G OA L S A N D M OT I VAT I O N S

Get good grades to be able to play in the team.

Playing for the national team.

To “make it”.

F R U S T R AT I O N S

Potential injuries.

Expensive and not very high-quality gear.

Not all his team has his same passion.

The idea of having to work a desk job.

The first World Cup I’ll go, will be the first I play in.

ROBBY

STRATEGY

ROBBY

27

33

AGE QUALITY ASSURANCE MANAGER SAN FRANCISCO, CA WITH PARTNER Robby just got promoted in a start-up in San Francisco’s Financial District. Even though he works a lot, he likes where he is at that point in his life. He enjoys spending some weekends travelling locally with his friends. He likes hiking, playing soccer and going to the gym. He feels like he performs better with the best gear and gadgets he can get. He thinks the better you look the better you feel, and the better you feel the better you perform.

G OA L S A N D M OT I VAT I O N S

To be always the top choice for a promotion.

Stay active and in shape.

Have the top gear on everything he does.

F R U S T R AT I O N S

That most sportswear is expensive.

Having outdated soccer cleats.

To not stand out in a potential boring workplace.

I love my job but I feel the need to stay active even in the office.

ANGELA

STRATEGY

ANGELA

35

23

AGE FASHION SPORTS BLOGGER NEW YORK, NY SINGLE

Angela likes to try different workouts while wearing the best outfits. Inspired by fashion, music and fitness, she started her own blog as an outlet to show people how to combine trends with their own style. She thinks that the secret to make her workout clothes work outside the gym, is all about finding pieces that transition easily and a good pair of sneakers.

G OA L S A N D M OT I VAT I O N S

To feel comfortable showing off her cool clothes.

Being the face of big brands.

To appear in magazines.

F R U S T R AT I O N S

Dislikes non-matching clothes,

To being told what she should or shouldn’t wear.

To be just “another blogger”.

Style is a way to say who you are without having to speak.

MARKET ANALYSIS

31% 16% 5%

7% PUMA

MARKET SHARE

STRATEGY

MARKET ANALYSIS

37

The market around sports brands faces heavy competition with clear industry leaders. Puma is known for its innovative design when it comes to sportswear, accessories, apparels and many others. At the same time, it is not positioned alongside the sports giants. Puma holds only 7% of the market share while the bigger competitors sit on top with 31% and 16%. There are others in the race close to Puma sitting with 5%. That only shows the long way Puma has to go in order to be where we want to be.

COMPETITIVE ANALYSIS CURRENT

NIKE First in market share holding more than a third of it. Quality and innovation makes them Puma’s top competitor.

ADIDAS Second most popular brand in the sports goods industry. Many subsidiaries with good appearance gives them a market boost.

FILA With over 100 stores worldwide, Fila has a brand legacy that can’t be ignored. It’s commonly positioned side to side with puma.

STRATEGY

COMPETITIVE ANALYSIS

39

REEBOK Good market performance by the Adidas subsidiary gives them a spot in the race.

UNDER ARMOUR Passed by Puma in the stock market but a strong competitor. Under Armour focuses on American football, soccer and basketball.

NEW BALANCE In mind competitor for its ability to target audiences disposed to get costlier shoes than most of the competition.

COMPETITIVE ANALYSIS

ASPIRATIONAL

PLEIN-SPORT A emerging sportswear company by designer Philipp Plein is trying to follow Puma’s steps.

Even their logo is inspired by Puma.

2XU An Australian sports brand focused on using technology and design for their apparel.

Founded by former professional triathlete Jamie Hunt.

STRATEGY

COMPETITIVE ANALYSIS

41

ADJACENT

SPARTAN RACE As part of the business expansions, endurance events, races and athletic promotional brands will become new competition.

SWOT

STRENGTHS Quality of products.

Global brand recognition.

Multiple sports sponsorships.

World-class athletic ambassadors.

WEAKNESS Annual revenue.

Low product focus.

Competitive placement.

High customer brand switching.

OPPORTUNITIES Brand expansions.

Emerging new markets.

Sponsors association in mayor athletic events.

Rise on customer interest of premium products.

THREATS Rising competitors.

Changing economy.

Fast changing trends.

Existent product imitations, fraud merchandise.

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2

VISUAL DEVELOPMENT

PAST & SIMILAR LOGO

Created in 1967 by Lutz Backes and lastly stylized in 1979. The ears are more visible than before and eyes and nose are gone. Few innovations were made after the original design.

The full logo reflects dominance and confidence.

The Puma typeface has maintained its notion through the history with a bold font.

VISUAL DEVELOPMENT

PAST & SIMILAR LOGOS

49

PAST COLORS

C 75 M 68 Y 67 K 90

R0 G0 B0

C 65 M 61 Y 60 K 47

The last main color palette used a deep red, blacks and greys.

Beige and white are complementary colors that go well in different collaborations.

R 69 G 64 B 64

C 58 M 50 Y 53 K 20

R 105 G 105 B 101

C 23 M 29 Y 86 K 14

R 185 G 32 B 37

C 33 M 38 Y 61 K4

R 174 G 147 B 108

LOGO EXPLORATIONS

We wanted to incorporate the Puma features in a logo that fits our new direction. Using its attributes as inspiration, we explore with the characteristics.

TYPE EXPLORATIONS

We looked for a typeface that effectively reflects energy and motivation for the audience with a smooth visual flow.

THE NEW PUMA

VISUAL DEVELOPMENT

THE NEW PUMA

57

The new logo is more dynamic and energetic. It inspires people to always move forward and fight for their goals.

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3

VISUAL STANDARDS

MARK & SYMBOL

THE EYE & THE TAIL

VISUAL STANDARDS

MARK & SYMBOL

63

It’s composed by the symbolism of a dynamic tail and the focused eye of the Puma.

WORDMARK

VISUAL STANDARDS

WORDMARK

65

The full logo motivates people to be active. With a strong visual flow, it reflects movement and innovation.

CLEARSPACE

VISUAL STANDARDS

CLEARSPACE

67

To keep consistency in the visual identity, there cannot be any element within the clear space area.

COLORS & VARIATIONS

SAVAGE COUGAR

LIGHTNING NEON

BONE JEM

VISUAL STANDARDS

COLORS & VARIATIONS

69

In order to always maintain the identity, follow the only acceptable color variations.

MINIMUM SIZES

DIGITAL

PRINT

VISUAL STANDARDS

MINIMUM SIZES

71

Logo dimensions may change according to the use of it.

It has to be clear and can’t be fighting background colors.

Bottom right corner is the preferred placement. Sizes must scale properly depending on the usage and always scaling wordmark and symbol together.

IMPROPER USAGE

VISUAL STANDARDS

IMPROPER USAGE

73

To keep a strong identity, the logo cannot be modified in any way that could weaken the brand.

TYPOGRAPHY

HEADERS & SUBHEADS NEXA

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Nexa is our main typeface for headers and subheaders.

Color may vary depending on the placement and background color. It is the official digital and print typeface.

VISUAL STANDARDS

TYPOGRAPHY

75

BODY COPY LAO SANGAM MN

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Lao Sangam MN regular is our body copy typeface.

It complements Nexa in a powerful and effective way for display. It is clean and it allows the headers to be the display hero.

PRIMARY PALETTE

FOREST SAGE C 76 M 67 Y 66 K 83

R 12 G 17 B 18

Our primary visual palette comes from a mix between our confident and passionate personality, with our consistent source of inspiration, nature.

SEA RAIDER C 66 M 37 Y 57 K 13

R 84 G 127 B 111

WILD NATURE C 72 M 47 Y 59 K 28

R 65 G 97 B 90

LIGHTNING NEON C 33 M0 Y 100 K0

R 171 G 221 B 35

GREYSCALE PALETTE

HEROIC BAT C 72 M 66 Y 64 K 72

R 34 G 34 B 34

BONE GEM C2 M1 Y1 K0

R 247 G 248 B 249

SAVAGE COUGAR C 73 M 67 Y 66 K 82

R 19 G 19 B 19

OUR VOICE

VISUAL STANDARDS

OUR VOICE

81

Puma will always aim to inspire our customers to be better within themselves and their goals. We will use a confident and challenging tone that will motivate to have an active lifestyle. Powerful words will always reflect the core values of the company and it is aimed to strongly connect with our customers.

CORPORATE BUSINESS SYSTEM

The business system follows the visual standards to keep the same feelings and moods. It is based on the new primary palette and design.

APP & WEBSITE

PHOTOGRAPHY STYLE

VISUAL STANDARDS

PHOTOGRAPHY STYLE

87

Imagery is always going to aim to create a mood of an active lifestyle. Geometrical balance, motion and action are going to be the baseline for the photography style. It will always use consistent textures and patterns reflecting the balance of the athletic motivational feel.

ADVERTISING STYLE

The way to reach customers will be guided by the new visual identity. Powerful images and words would keep a consistent tone and style in every visual exposure.

THE PUMA EFFECT STEP 1: Add Gradient Map.

STEP 2: Pick Gradient colors.

HEX: # 406159

HEX: # 000000

EXPANSIONS POP UP INTERACTIVE LOCATIONS IN-STORE CUSTOMIZED APPAREL GLOBAL EVENT SPONSORSHIPS SINGLE SPORT ORIENTED APPS ATHLETIC RECOVERY RESORT PUMA HALL OF FAME PUMA SPORTS CLUB NEW PARTNERSHIPS PUMA MUSEUM FORMULA ONE

PUMA RUSH PUMA ACADEMY RETAIL CONCEPT SMART WATCHES ZEN PUMA ROOMS PUMA SPORT DRINK TELEVISION CHANNEL NEW SPORT MARKETS PUMA WILDLIFE CENTER DORTMUND PUMA DOME

EXPANSIONS PUMA RUSH To promote motivation, an active lifestyle and our passion for what we do, Puma will expand to the creation of interactive competitions.

Obstacle races are going to be an outlet for the people to go and test their inner animal.

Participants that demonstrate their motivation and passion for self-improvement will travel the world to the international stages hosted by Puma ambassadors.

PUMA WILDLIFE CENTER Our main source of inspiration deserves to be taken care of. The Puma Wildlife Center’s goal will be to increase the awareness and understanding of these beautiful wildcats.

It will help people know what can be done to protect their habitat, and work together to create a better relationship between us and nature.

VISUAL STANDARDS

EXPANSIONS

95

RETAIL CONCEPT Our retail stores would go through a global change. We want to provide a more meaningful interaction between our customers and the stores. Following the visual standards of our new look, we will demonstrate our personality within every premise. We are aiming to inspire and motivate our customers to look deeper into themselves to unleash their best athletic attributes. Nature-inspired sections will lead the retail display. Leaves of palm trees, sand, and other natural components will be placed strategically. New nature oriented music will be playing in stores in order to continue with the feeling given by the inside visuals.

CO L O P H O N Copyright Š 2018 Jose Lopez All content for Puma: Brand Book was conceived, designed, and produced by Arthur Bukujian/arthurbukujian.com. Writing and edited supplemented by Jose Lopez/joselopezb.com.

Photography provided by Runze Feng/runzef.com.

Design Consultation Roger Muller, ADV 370 Brand and Branding Academy of Art University Some of the photographs and images were downloaded from lamag.com, coolhunting.com, homedezign.net, mirror80.com, commons.wikimedia.org, thechive.com, theuijunkie.com, vikribazaar.com, and are used in accordance with the Creative Commons License. The book is a non-commercial work produced as a student project for educational purposes, and I such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the USA.