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Although the earliest PUMA logo was introduced in 1948, it was not very remarkable, so the company prefers to mention the 1957 emblem as its first one.

Meaning and history

PUMA Logo history

The first well-known PUMA logo was created by Rudolf Dassler in 1957. It could be divided in two parts: the wordmark and the image of a puma. For the wordmark, Dassler designed a custom typeface with a conspicuous lack of sharp angles. The picture looked far from what it is now, yet it already reflected the idea of a jumping puma.
As soon as a year later, the company officially registered its second logo. It resembled the first one, yet featured a slightly altered font and image. Also, the border of the logo grew thinner. Interestingly enough, originally this badge was designed as a way to stabilize the foot inside the shoe and only later was put on apparel products.

The 1967 symbol

symbol PUMA
The jumping cat, which is now well-known all over the world, was designed by Lutz Backes, a cartoonist and caricaturist from Bavaria (Germany), in 1967. PUMA’s product range at the time was growing very fast and started to include performance apparel and bags, so the company’s logo became more recognizable as it was used more often.

The 1979 emblem

emblem PUMA
The puma picture was incorporated in the wordmark logo in 1979. It appeared in the top right corner, above the letters “A” and “M”. Also, the animal itself had a facelift: the eye and nuzzle disappeared, while the ears grew more visible.


Font PUMA Logo
The typeface used in the current wordmark somewhat resembles the one that was created in 1957 by Rudolf Dassler. Again, round shapes dominate, and there are no sharp angles. However, the current typeface is more solid and the letters have been slightly altered.


Color PUMA Logo
Typically the PUMA logo is given in black against the white background. However, in case the context requires another color choice, it is also possible.