THE PUMA

CORPORATEE
FASTER
GUIDELINES
 INTRODUCTION 03

A FAST LOOK 04

THE BASICS 18
Corporate Logos 19
Product Logos 20
The No.1 Logo 21
The Cat Logo 22
Color 23
Font 24

FOREVER FASTER ASSETS 25

Forever Faster Lock-up 26
Underlines 27
Strike-throughs 28
Statements and Headlines 29
Photography 30
Photo Treatments 31
Wallpaper 32
Quotes 33

CONSUMER COMS 34
Content 35
No.1 Logo Advertising 36
Forever Faster Lock-up in Advertising 37
Partner Logos 38
Photography Usage Rights 39
Stores 40

CORPORATE COMS 41
Stationery Overview 42
Memo, Fax and Letterhead 43
Press Release 44
Business Cards 45
Offices 46

CONTACT 48

I WORK HARD, AND I DO GOOD, AND I’M GOING TO ENJOY MYSELF.

I’M NOT GOING TO LET YOU RESTRICT ME. – USAIN BOLT

02 | THE PUMA CORPORATE FASTER GUIDELINES

 WE’VE BEEN LIVING FOREVER FASTER EVER
SINCE RUDI DASSLER FOUNDED PUMA IN 1948.
RUDI REALISED THAT SPORT HAS THE POWER TO
TRANSFORM AND EMPOWER US.
Forever Faster is our endless pursuit
to push sport forward, to celebrate
individuality, to play instinctually,
to see opportunities not limits and
to change the game.
Being Forever Faster is our mission,
our mantra and it’s how we do things.
It’s how we look, talk and behave,
how we design, build stores, sponsor events,
support athletes and do business.
This guide explains our assets and how to use
them, so we can be Forever Faster whenever
and wherever we engage with the world.

03 | THE PUMA CORPORATE FASTER GUIDELINES

 GET UP TO
DATE SPEED
A FASTER LOOK AT OUR BRAND

04 | THE PUMA CORPORATE FASTER GUIDELINES

 FOCUS
ON
SPORT
We’re at the cutting edge
of sport performance
and sports culture:
Dynamic, Energised, Alive.

05 | THE PUMA CORPORATE FASTER GUIDELINES

06 | THE PUMA CORPORATE FASTER GUIDELINES
 DO IT
WITH A
SMILE
We revel in the pure joy of sport,
competition and play.
We take our game seriously
but we don’t take ourselves
too seriously.

07 | THE PUMA CORPORATE FASTER GUIDELINES

08 | THE PUMA CORPORATE FASTER GUIDELINES
 CELEBRATE
OUR
ICONS
We leverage the heroes and products
from our 65 year heritage.
They give us sport credibility
and determination in the endless
pursuit, inspiring our future icons.

09 | THE PUMA CORPORATE FASTER GUIDELINES

10 | THE PUMA CORPORATE FASTER GUIDELINES
 SPEAK
FROM
THE
HEARTT
Be rebellious and provocative.
We believe in ourselves and are brave
enough to speak our mind.

11 | THE PUMA CORPORATE FASTER GUIDELINES

12 | THE PUMA CORPORATE FASTER GUIDELINES
 BLACK
WHITE
GREY
RED
Nothing shouts PUMA
more than a splash of red.
Now our palette has
extended to communicate
sport and performance
more strongly.

13 | THE PUMA CORPORATE FASTER GUIDELINES

14 | THE PUMA CORPORATE FASTER GUIDELINES
 EMBRACE
THE
UNEXPECTED
We’re a rebel with purpose.
Seeing opportunities
and pushing limits are how we
move sport forward.

15 | THE PUMA CORPORATE FASTER GUIDELINES

16 | THE PUMA CORPORATE FASTER GUIDELINES
 A FASTER SUMMARY
OUR BRAND VALUES MAKE US FOREVER FASTER.
THEY ARE AT THE HEART OF EVERYTHING WE DO AND ENABLE US
TO CHANGE THE GAME. ALWAYS REMEMBER TO BE:

BRAVE
TAKE RISKS – TRUST INSTINCTS – CHALLENGE CONVENTION

CONFIDENT
BE BOLD – TAKE THE LEAD – MAKE A STATEMENT

DETERMINED
BE TENACIOUS – MAKE IT HAPPEN – DON’T GIVE UP

JOYFUL
RELISH THE PURSUIT OF VICTORY – DO IT IN STYLE – SMILE

17 | THE PUMA CORPORATE FASTER GUIDELINES

 BREAK
MASTER THE
RULES
THE BASICS

18 | THE PUMA CORPORATE FASTER GUIDELINES

 THE BASICS – CORPORATE LOGOS

C ORP OR AT E
NO.1 L OG O
MAKE
YOUR
MARK
Our logos are our most important NO.1 LOGO
brand assets. All around the This is our official corporate logo.
world they are the badges It should be used on all marketing
we’re recognized by, bringing communications, signage and
authenticity and personality internal documents.
everywhere they appear.
CAT LOGO
Never alter the artwork supplied
This is our alternative corporate
or we will send round Balotelli.
logo. It is used to make a big brand
impact, however it should always
A LT ERN AT I V E
be endorsed by the No.1 logo.
C AT L OG O

19 | THE PUMA CORPORATE FASTER GUIDELINES

THE BASICS – PRODUCT LOGOS
MAKE
YOUR
MARK IN
THE
ARENA
When branding our products it’s
important you use the correct
logo and logo artwork.
Our products fall into two distinct
categories; Sports and Lifestyle.
Each category has it’s own logo
which must always be endorsed
by the No.1 Logo.
Product logos do not carry a
registered symbol and should
only be used on product.
20 | THE PUMA CORPORATE FASTER GUIDELINES
NO.1 PRODUC T L OGO
C ORP OR AT E
C AT PRODUC T L OGO
SP OR T
NO.1 PRODUCT LOGO
For use only on product.
Note. there is no symbol.
®
CAT PRODUCT LOGO – SPORT
For use on sport and sport
performance product.
Note. there is no symbol.
®
A RCHI V E NO.1 L OGO
ARCHIVE NO.1 LOGO – LIFESTYLE L IF E S T Y L E
For use only on lifestyle product.
Note. there is no symbol.
®
 THE BASICS – THE NO.1 LOGO
P-Rule
LOOK
AFTER
NO.1
Centred
To help maintain a look of
confidence, clarity and general
brilliance, it’s vital our logo is
never used too small, incorrectly
positioned and has enough
space around it.
For all logo artworks contact
International Brand Management.
THE P-RULE
The P-Rule determines that the
logo must have at least the height
and width of the letter ‘P’ from the
word ‘PUMA’ all around it.
Minimum Size CENTRED
For special cases such as
on-screen use the logo can be
centred. Do this by measuring the
mid-point between the start of
the letter ‘P’ and the base of the
Cat’s tail.
15mm
21 | THE PUMA CORPORATE FASTER GUIDELINES
SIZE
There are two sizes of No.1 Logo.
A ‘small use’ version has a slightly
larger registered mark. This logo
must never be smaller than 15mm
or larger than 40mm wide.
For sizes wider than 40mm there
is a ‘large use’ version which has
a smaller registered mark.
PRODUCT
When used on product the No.1
logo does not carry the registered
symbol. See product guides for
full info.
WHERE
Bottom right is our primary logo
position which must always have
at least the minimum breathing
space surrounding it as
determined by the P-Rule.
 THE BASICS – THE CAT LOGO

1/2 C

SET THE
C-Rule C C C
CAT
FREE
In addition to the No. 1 logo, we
1/2 C use the Cat Logo when we want
to create big brand impact, like
on a shoe box, bag or store wall.
When used in this way, it should
always be endorsed by a No.1 Logo
The distance between the end of the paw
near by.
and the tip of the right ear = the C-Rule.
For all logo artwork contact
International Brand Management.
SIZE
There are two versions of Cat Logo.
A ‘small use’ version has a slightly
larger registered mark. This logo
must never be smaller than 15mm
or larger than 40mm wide.
For sizes wider than 40mm there
is a ‘large use’ version which has
a smaller registered mark.

PRODUCT
Minimum Size When used on product The Cat
Logo does not carry the registered
symbol. See product guides for
full info.

15mm with registered mark

10mm without registered mark

22 | THE PUMA CORPORATE FASTER GUIDELINES

 THE BASICS – COLOUR

PAINT
THE TOWN
RED
Nothing says PUMA faster than RED
a white logo on red. To compliment PANTONE® 485 C (2 HITS)
red, our top tier includes gray and C0, M100, Y100, K0,
black to add a tougher, cooler, and R255, G0, B0
more sport oriented look. WEB #FF0000
It’s important that you always
BLACK
follow the technical specifications
PANTONE® PROCESS BLACK
shown here when re-creating our
C0 M0 Y0 K100
colors or briefing suppliers.
R0, G0, B0
The No.1 Logo should always be WEB #000000
set in one of our corporate colors
when used for above the line GRAY
corporate materials, events and PANTONE® COOL GRAY 7C
after parties. C0 M1 Y4 K35
R165 G163 B158
WEB: #A5A39E

23 | THE PUMA CORPORATE FASTER GUIDELINES

THE BASICS – TYPEFACE

BE
GROTESQUE 1 2

Geogrotesque is our font. It’s

muscular, sporty and it’s variety of
weights make it flexible and easy
to use. It should be used for all
communications from the top of
our letterheads, to the bottom of
Bolt’s shoes.
WEIGHTS
1 Geogrotesque Regular
2 Geogrotesque Regular Italic
Good for small print
3 Geogrotesque Medium
4 Geogrotesque Medium Italic
Aa Bb
3 4

Cc Dd
Good for small print when
SECONDARY FONT fine printing is problematic
When it’s not possible to use
5 Geogrotesque Semi Bold
Geogrotesque you should use
6 Geogrotesque Semi Bold Italic
Arial. Contact International Brand
Good for headings
Management for font files and
more information.

5 6

Ee Ff
24 | THE PUMA CORPORATE FASTER GUIDELINES
 PLAY
CHANGE THE
GAME
FOREVER FASTER ASSETS

25 | THE PUMA CORPORATE FASTER GUIDELINES

FOREVER FASTER ASSETS – THE FOREVER FASTER LOCK-UPS
MAKE
IT
FAST
The Forever Faster lock-ups are
a call to arms; a declaration that
we play the game our way and
are committed to pushing sport
forward. They should only be
used on Forever Faster campaign
materials, and should not appear
on items such as hang tags, labels,
packaging or product.
26 | THE PUMA CORPORATE FASTER GUIDELINES
HORIZONTAL LOCK -UP
This is the primary lock-up Horizontal Lock-up
to be used when signing off
Forever Faster campaign materials.
VERTICAL LOCK-UP
If there isn’t sufficient space to
use the Horizontal Lock-Up, then
the Vertical Lock-Up can be used.
POSITIONING
Both lock-ups can be placed
anywhere they look best. However
use the P-Rule to make sure they
have enough breathing space and
are not cluttered.
Quick tip: The more space left
around the lock-ups, the more
technical and faster they look.
Vertical Lock-up
FOREVER FASTER ASSETS – UNDERLINES
DRAW
THE
LINE
We use the Forever Faster
‘Underline’ to highlight a key word
or phrase in a statement, draw
attention from afar and emphasize
a message.
Generally ‘Underlines’ should
only be used at the end of short
statements or under a single word.
‘Underlines’ should never be used
inside a large paragraph of text as
it looses standout.
COLOR
Rules should be set in black or
PUMA red with an opacity of 85%
so the characters are just visible
underneath.
If black or red can’t be used,
then the rule color should
compliment the surrounding
background colours.
TYPOGRAPHY
All headings must be set
in uppercase Geogrotesque
Semi-Bold Italic.
27 | THE PUMA CORPORATE FASTER GUIDELINES
DIMENSIONS
The rule thickness is 45% of the 45% Of cap height
heading cap height and overlaps 85% Opacity
the bottom third of the cross bar
at the base of the letterforms. You
may need to add a temporary letter
with a cross bar a its base to get
your overlap proportions correct.
Rules overhang each end of a
word or statement at a distance
equal to one character stem-width
on the left and half a stem-width
on the right.
In some instances such as
campaigns, the rule can extend
off a page. Always use best
judgment and make sure
final artwork is approved by
International Brand Management.
BREAKING THE RULES
In exceptional circumstances OVERHANG LEFT OVERLAP OVERHANG RIGHT
such as seasonal campaigns Rules overhang a distance Rules overlap the bottom third Rules overhang a distance
these rules can be altered slightly. equal to the stem-width of the of the cross bars at the base equal to half the stem-width of
The spacing, italicizing, colors, line letterforms and start from the of the letters. the letterforms and start from
width and opacity may be modified furthest left hand point. the furthest left hand point.
to create a distinct look.
However any deviation from the
rules must be signed off by Global
Brand Management.
 FOREVER FASTER ASSETS – STRIKE-THROUGHS

CROSS
THE
45% of cap height LINE
We use the Forever Faster DIMENSIONS
‘Strike-through’ to create The rule thickness is 45% of the
irreverent and provocative heading cap height and is centred
OVERHANG PROPORTIONS
headlines. When writing a bold vertically.
The overhang length is equal to one character stem width at each
statement use them to challenge
end. The overhang starts from the furthest point left and right Rules should overhang a distance
convention, raise the bar and a
where the ‘Strike-through’ crosses first and last characters. equal to one character stem width
few eyebrows.
at each end.
COLOR
BREAKING THE RULES
The ‘Strike-through’ should be set
In exceptional circumstances
in either black or PUMA red with an
such as seasonal campaigns
opacity of 85% so the characters
these rules can be altered slightly.
are just visible underneath.
The spacing, italicizing, colors, line
If black or red can’t be used, width and opacity may be modified
then the rule color should to create a distinct look.
compliment the surrounding However any deviation from the
background colours. rules must be signed off by Global
Brand Management.
TYPOGRAPHY
All headings must be set
in uppercase Geogrotesque
Semi-Bold Italic.

28 | THE PUMA CORPORATE FASTER GUIDELINES

 PUMA TEAM
FOREVER FASTER ASSETS – STATEMENTS & HEADLINES
PLAYBOOK

MAKE
A
STATEMENT
We are rebellious, confident and JUST TO GET YOU GOING
unafraid to say things that others – Keep statements short, simple
won’t. We say it loud, and we say and to the point.
it with a large dose of personality – Look for opportunities to add
and swagger. a little joy.
– Use ‘Strike-throughs’ and
Using the ‘Strike-through’ in a
‘Underlines’ to highlight
statement dismisses something
and elevate words or phrases.
we don’t believe in while using
– Be unexpected and provocative.
‘Underlines’ demonstrates our
belief so that we can communicate
with a stronger dose irreverence
and joy.

04.

READ MAKE THE HEADLINES

TURN UP IN UNLIKELY PLACES AND DO THE UNEXPECTED.

IN 2016 OUR MISSION IS TO FORCE

EMPOWER EVERY WOULD-BE DISRUPTER,
ASSHOLE, NON-CONFORMIST, OUTSIDER,
29 | THE PUMA CORPORATE FASTER GUIDELINES
 FOREVER FASTER ASSETS – PHOTOGRAPHY
CAPTURE
THE
MOMENT
Our imagery captures more
than just sporting moments.
We capture the personalities,
emotions and unique spirit of
our athletes.
The focus, confidence and
determination of the fight is just
as important as the thrill, joy and
swagger of victory.
We break our imagery down
into two key styles. The Zone
and The Joy.
30 | THE PUMA CORPORATE FASTER GUIDELINES
THE ZONE
These images capture the true
grit and commitment our athletes
bring to the game. A close up
just before the starting gun, the
second after a ball is kicked the
mid air moment of the final hurdle
all show our sporting backbone
and are key additions to our album.
THE JOY
This could be a smile before a
win, an unexpected moment
of rebellion or just Balotelli
pretending a flag is his p****.
These images are at our heart
and make up our joyful
and irreverent personality.
1 2

FOREVER FASTER ASSETS – PHOTO TREATMENTS

EXPRESS
3 4
YOURSELF
We have such a diverse range EXAMPLE TECHNIQUES
of personalities, products and 1 Standard colour photo
stories that our photographic 2 CMYK dot screen
style should be free and 3 Black and white dot screen
expressive. This page details 4 Retro filter
some good techniques to give 5 Cyan and magenta miss-aligned
your communications some 6 Black and white
personality and pace. 7 TV screen filter
Avoid using competing styles
of imagery in the same
communication piece. Good
judgement should be applied in
all cases.

5 6 7

31 | THE PUMA CORPORATE FASTER GUIDELINES

Y TO
ROWD FOREVER FASTER ASSETS – WALLPAPER

WRITE
ON
UNLEA
E SH THE
P SSION
PA WALLS
We have over 65 years of world THE FOREVER FASTER WALLPAPER
class sporting heritage which Expressive statements mixed
is built on today by our family of with gritty imagery of our past
BREAK THE RULES the world’s greatest athletes.
Wherever we can, we celebrate
and present athletes have been
crashed together in an easy to
this excellence. use graphic wallpaper. These can
be tiled to fill any space from the
Forever Faster Wallpaper has
backs of our business cards to the
been designed to bring our
walls of our stores and offices.
sporting pedigree to a range
of medias and formats. For artwork contact International
Brand Management.

32 | THE PUMA CORPORATE FASTER GUIDELINES


MARIO BALOTELLI
I am different - if you can find another like
me, then I will buy you dinner.
When I lose my temper it’s because I
decide to. If I do something it’s because I
want to do it.
Why always me?
USAIN BOLT
I work hard, I do good, and I’m going to
enjoy myself.
I’m not going to let you restrict me.
I don’t think limits.
I know what to do and I go and execute.
When you’re running, if you see you’re going
to win, you’re going to celebrate.
If I get to be a legend, I’ve achieved my goal.
Don’t think about the start of the race,
think about the ending.
A lot of legends have come before me,
but this is my time.
BORIS BECKER
If you start behaving like a beast during
the match, I will turn into a bigger beast
and I will destroy you.
I love the winning, I can take the losing,
but most of all I love to play.
33 | THE PUMA CORPORATE FASTER GUIDELINES
FOREVER FASTER ASSETS – QUOTES
MARTA
People say I’m the best, but I don’t think
about that.
I’ve got to work with all my might
QUOTE
every second i’m out there.
I’m only as good as my mind-set.
No matter how hard they go after me,
OUR
I never give up.
DIEGO MARADONA
LEGENDS
You can say a lot of things about me, but
you can never say I don’t take risks.
Our athletes have been there and USAGE
seen it all. They tell it like it is. All the quotes on this page have
RICKIE FOWLER They speak their mind and aren’t been approved by International
People call my game aggressive, afraid of what people may think. Brand Management. Only use
but it’s just the confidence that comes We harness this energy and spirit
these quotes in all above the line
communications.
by using their statements and
from preparation. quotes in our communications.
I know that I’m known for what I wear on
Quotes can be used on anything
from a 48 sheet billboard right
the golf course, but I want to be known down to a small detail on the
corner of a letterhead.
as a great player.
PELE
Pele doesn’t die. Pele will never die.
Pele is going to go on for ever.
The more difficult the victory
the greater the happiness in winning.
Success is no accident.
 GET AHEAD
OF THE GAME
SPORT
CONSUMER COMMUNICATIONS

34 | THE PUMA CORPORATE FASTER GUIDELINES

 CONSUMER COMMUNICATIONS – CONTENT

GET INTO
THE
SPIRIT
Our consumer communications The examples on this page show
capture our passion for sport, our a range of different initiatives
confident and rebellious spirit, that all capture our personality
and our joyful nature. An irreverent in a unique, creative and bold way.
tag line, sporty materials and
cheeky images of our athletes are
all vital ingredients to making our
communications Forever Faster.

35 | THE PUMA CORPORATE FASTER GUIDELINES

CONSUMER COMMUNICATIONS – THE NO.1 LOGO IN ADS

SIGN OFF
WITH
STYLE
PRINT TV & DIGITAL
Magazine/newspaper and all The No.1 Logo must be present
outdoor advertising produced for at least two seconds at the
by PUMA International or local end of all television and digital
markets must be signed off with advertising to ensure recognition.
the No.1 Logo.
For maximum impact, the No.1
In print the No.1 logo should Logo should be centred with plenty
always be positioned in the bottom of breathing space.
right hand corner. When dealing
At no point may a country
with awkward and unusual formats
produce a television campaign
designers will need to use their
without the written consent of
own judgement as to what looks
PUMA International Marketing.
best. In all cases, the ‘P’ Rule
All treatments and storyboards
determines the minimum
should be submitted to
distance that the logo should sit
International Brand Management
from the edges.
for sign off.
The No.1 Logo should be set in one
of the corporate colours or a color
based on the creative concept.
All local market print/outdoor
campaigns must be signed off by
International Brand Management.

36 | THE PUMA CORPORATE FASTER GUIDELINES

 CONSUMER COMMUNICATIONS – FOREVER FASTER LOCK-UP IN ADS
BE
FLEXIBLE
PRINT
A Forever Faster Lock-up must
appear on all campaign materials
that use the Forever Faster look
and feel. They can be positioned
wherever looks best but must
always adhere to the P-Rule.
37 | THE PUMA CORPORATE FASTER GUIDELINES
The Forever Faster Lock-up color
can be black, White or red.
Due to the flexible positioning
of the logo, the final artwork
will need to be signed of by
International Brand Management
before it’s released.
 CONSUMER COMMUNICATIONS – PARTNER LOGOS

PLAY
AS A
TEAM
When artwork is required COLOR
for partner brands, you may Ideally, additional logos should
need to add their logo to your be set in the same color as the
advertisement or POP artwork. No.1 Logo. However, if this does
not fit in with partner corporate
LOGO SIZING guidelines, then the closest
Due to the large amount of possible solution should be applied.
companies that could be affiliated
with PUMA, it is impossible to cover SIGN OFF
every possible logo placement, so It’s important to consult a
good judgement should be applied partner’s corporate identity
in all cases. rules, to ensure your artwork
conforms to its visual style.
Here are two basic rules to follow:
All artwork should be signed
1 The logo’s size should be
off by the respective company’s
matched visually so one logo
Brand Manager.
does not over power the other.
2 Logos should be aligned with
the No.1 Logo, ideally along the
baseline of the word ‘PUMA’.

38 | THE PUMA CORPORATE FASTER GUIDELINES

CONSUMER COMMUNICATIONS – PHOTOGRAPHY USAGE RIGHTS
FIGHT FOR
YOUR RIGHTS
Anything and everything within
PUMA advertising requires sign
off. This can range from a team’s
marque to the model’s themselves.
All placements of PUMA product in
any advertising must be approved
by the Hub Structure if originating
in a country, or International
Brand Management if originating
in an international office, or both.
Approvals must be confirmed
prior to final commitment
to participation in the spot.
Final spot approval is also
required by Hub and International
Brand Management.
39 | THE PUMA CORPORATE FASTER GUIDELINES
PRODUCT/LOGO PLACEMENT: REACTIVE APPROACH 1
In general, the only PUMA logos to PUMA should not actively seek
be placed in the ad should be part out placement in other brand’s
of in-line or SMU PUMA products advertising spots. Rather, we
or PUMA sports marketing should take a reactive stance and
properties that play a part in the decide when or if we will allow our
spot. Logos that are not a part of logo to be used in another brand’s
product featured in the spot or advertising. 2
logos placed on sports marketing
A proactive approach to placement
properties featured will likely not
of our logo in another brand’s spot
be approved. Sport products (i.e.
should be viewed as cooperative
technical performance apparel,
marketing and should be subject
footwear or accessories) may
to a different set of guidelines.
feature logos prominently as long
as they are purely in their ‘natural’
CHECKLIST EXAMPLE
environment (i.e. the same size/
Here is an example as to what to
placement/positioning as in actual
look out for when using imagery: 3
sporting events) and as long as
they adhere to the general ‘rule 1 Image Rights
of thumb’ that the placement of Do we have the rights to use
the logo should not be the primary the image?
motivation of any particular shot
2 Other brand logos
within the commercial.
Does this logo need removing,
Lifestyle products that feature or do we have the rights for
the logo may be approved, but inclusion?
will need to adhere to the same
3 PUMA Logo
general ‘rule of thumb’ that the
Is it displayed correctly?
placement of the logo should
not be the primary motivation
of any particular shot within the
commercial. Spots that feature
logos outside of these guidelines
should be viewed as cooperative
marketing, and should be subject
to a different set of guidelines.

CORPORATE COMMUNICATIONS – STORES
BE BIG
AND
BOLD
Our stores should express our
sporty, energetic personality.
The look and feel is ultra modern
and sport focussed. Lines are
clean, materials are hard edged
and colors are neutral and cool.
All materials, colors, product
displays and imagery should
be inspired by our sporting
credentials and make you feel like
you have just entered a stadium.
It’s important the top level
branding throughout all our stores
is consistent. This page details
some key elements to consider
when applying branding.
Quick Tip: When fabricating 3D
signs and wall features out of the
No.1 or Cat Logos, don’t include
the registered symbol as this does
not reproduce well.
40 | THE PUMA CORPORATE FASTER GUIDELINES
1 2
3 4
STORE FRONTS
When branding store fronts the
No.1 or The Cat Logo must be used
If you use the Cat logo,it should be
endorsed by a smaller No.1 logo
somewhere else on the facade.
INTERIORS
When branding interior spaces use
the No.1 or Cat logo, depending on
the size and shape of the space.
The No.1 works better in smaller
more compact spaces, where as
the Cat Logo works well in bigger
more open spaces.
Quick Tip: When using the Cat Logo
in a large open space such as a
5 6
feature wall, scale it up to create
big brand impact.
IN-STORE MATERIALS
For in-store items such as
receipts, hangers or POS, use
the No.1 or the Cat Logo featuring
the registered Symbol.
 BUSINESS
PLEASURE
CORPORATE COMMUNICATIONS

41 | THE PUMA CORPORATE FASTER GUIDELINES

 5

CORPORATE COMMUNICATIONS – STATIONERY OVERVIEW

6

SAY 1

HELLO
CORPORATE MATERIALS DOWNLOADABLE TEMPLATES
Our sports obsessed personality For all corporate stationery 2
flows through everything we do, templates contact International
right down to the humble business Brand Management.
card or letterhead. We have taken
great care to strip information
back, resulting in a slick, clean and
contemporary design.

8
1 LETTERHEAD – A4 ( EUROPEAN)
100 GSM White uncoated 7

2 FAX
Standard white business paper

3 MEMO
100 GSM White uncoated 3

4 MAILING STICKER
Self adhesive stickers

5 NOTE CARD – DL
400 GSM White uncoated

6 PRESS RELEASE
100 GSM White uncoated
4
7 BUSINESS CARD
400 GSM White uncoated

8 ENVELOPE
Standard grey uncoated stock

42 | THE PUMA CORPORATE FASTER GUIDELINES

CORPORATE COMMUNICATIONS – MEMO, FAX, LETTERHEAD

MAKE A Date: 10 /08/14 Ashton New Rd,

Manchester
M11 3FF
United Kingdom
LETTER
FAX
PRESS RELEASE
MEMO
LLETTER
FAX
F
PRESS RELEASE
P
MEMO
M

STRONG
PUMA BOSTON P
PUMA BOSTON
T (+0 ) 617 488 2912 T (+0 ) 617 488 2912
F (+0 ) 617 615 1255 ( )
F +0 617 615 1255
ONE CONGRESS ST. ONE CONGRESS ST.
O
LETTER
SUITE 110, BOSTON SUITE 110, BOSTON
S
MA 02114 FAX MA 02114
M
PRESS RELEASE

IMPRESSION
MEMO

PUMA BOSTON
Dear Mr Balotelli
T (+0 ) 617 488 2912
Consed modigende nus.Istio ven ditiatem faccum corrumquis soluptatis experorae eium, quatur, F (+0 ) 617 615 1255
occabor magnit vel ilibus audigenis doloreptat odicide nderchitis seque nis andit, to que ipsamen ONE CONGRESS ST.
SUITE 110, BOSTON
desciis culpa se di rerrorrorro doluptis nihilis essit escias adi coreribusape velis assequo beates MA 02114
voluptaquias molut occulle cturescidus dolectem sam si ni reptist et is iunt apicabore nulparum
iur? Sam ellorep uditian tinientis ut andusant ea eat fuga. Doluptaquam ad et et volent quibus.

Our stationery is simple, stripped
back and clean. There are also a
couple of Forever Faster touches
to make our corporate stationery
reflect our brand.
1 Document type utilises
‘Strike-throughs’.
2 Quotes from our
athletes sit in the corner
to add personality.
TEMPLATES
Fax Memo and Letterheads are all
available as word templates. Either
print on to pre-printed letterheads
or for digital documents, use the
set of editable word templates
that include the logo, document
type and address block. For all
templates contact International
Brand Management.
STOCK
LETTERHEAD – A4 ( EUROPEAN)
100 GSM White uncoated
Os mod quatus vit laborem olupitatet, sapel incto isque volorpo rempor reptatem sit il im rerum
fuga. Ucidebis cusciantium vid magnametur?Incto et qui tem fugita sectotat que r,
rest, qui voleseq uiamus, nus eos cus secte nost milla debis mos cusam harchit ut reritiis secest n
pro dolorum venetur maximod ex eaquis sapere, officia porem ut aut autem lit
Quidemporum fugias eaquibe ateturibus exerovitae molorru ntorem quias non pe cum eri cupidel a
lanimusapis molupta voluptati doluptaque electem digent aut et est omnim aut quam am
volliandis rernatas parum ape enietur moluptatet quiatur ehenis doluptaecae. Omnient ibusapi
tamenti quati
Temporia illab ilique voloribus doluptaerit repelitatqui torest, utem enia dit molupta temperibus
que is volupta ssiminust, officip saescia qui autem evellecte enihill iciendi gendae vellandi
consequ iatiis rat exped quidebitior soloritatus secum re nullit laboratenes dolor aciet rem el
sernam quae velis simi, cusandi psanda amendebitia cum as voluptiuntex eos dis dolor aut eni
apellup tatur? sitions erionseque qui doloribus seque velicius dises es atios cum quature pereria
aliquis et, officiliquia velitam net, optatum amus il modi.

FAX Kind Regards

Standard white business paper
Mr Bolt
MEMO USAIN.BOLT@PUMA.COM
100 GSM White uncoated

2 I LOVE THE WINNING, I CAN TAKE THE LOSING, BUT MOST OF ALL I LOVE TO PLAY – BORIS BECKER 01 01

I AM DIFFERENT. IF YOU CAN FIND ANOTHER LIKE ME, THEN I WILL BUY YOU DINNER – MARIO BALOTELLI 01
43 | THE PUMA CORPORATE FASTER GUIDELINES
CORPORATE COMMUNICATIONS – PRESS RELEASE

MAKE Herzogenaurach, Germany, 23/12/14

PUMA SIGNS MARIO BALOTELLI

LETTER
FAX
PRESS RELEASE
MEMO

HEADLINES
The Press Release follows the
same design principles as the Fax,
Memo and Letterhead, stripped
back and simple. It too uses
‘Strike-throughs’ to highlight the
document type and has a quote
from one of our athletes in the
bottom left corner.
PUMA BOSTON
T (+0 ) 617 488 2912
SPORTS BRAND ANNOUNCES LONG TERM F (+0 ) 617 615 1255
ONE CONGRESS ST.
PARTNERSHIP WITH ITALIAN SUITE 110, BOSTON
MA 02114
STAR STRIKER
Sports brand PUMA is proud to announce a new lon l
Icon Mario Balotelli. The Italy Striker becomes th
he la
TEMPLATES
of star players and athletes that includes Usain Bol
B
Press Releases exist as an editable Radamel Falcao and Rickie Fowler.
word template available from
international brand management. Never out of the news for long, Balotelli wore PUM
MA
There is a template for the first Milan’s game against Roma and again in the Mila an
FG were covered in the news headlines that havee de LETTER
page and also for extra pages. Continued...
FAX
Don’t forget to fill in the page Mario Balotelli is a key signing for PUMA and will be PRESS RELEASE
number on subsequent pages. communication over the coming years. PUMA’s lon MEMO

Football Association (FIGC) is another strategic foc

a significant role.
Speaking about the new partnership with PUMA, Ma
me. From the early conversations I had with PUM MA
personality and my ambition. The product and mar m
exciting and I will be proud to be associated with ev
Italian National team was another instrumental rea
that the coming years will bring many good thing gs f
Björn Gulden, CEO of PUMA, commented: “Mario Ba
become a key ambassador for PUMA as his passion
fit for our brand. With the FIFA World Cup in Brazil a
PUMA. Having Mario to complement an already stros
our new brand mission ‘Forever Faster’ which will h
PUMA BOSTON
Puma it was clear that they understand me, my personality and my ambition. The product and
T (+0 ) 617 488 2912
marketing plans they have developed are very exciting and I will be proud to be associated with F (+0 ) 617 615 1255
everything I have seen. PUMA’s support for the Italian National team was another instrumental ONE CONGRESS ST.
reason for me signing this contract and I am sure that the coming years will bring many good SUITE 110, BOSTON
MA 02114
things for us all.”
Björn Gulden, CEO of PUMA, commented: “Mario Balotelli is a world class Football player who will
become a key ambassador for PUMA as his passion, speed, agility and power make him aperfect
fit for our brand. With the FIFA
World Cup in Brazil ahead of us, 2014 will be an important year for PUMA. Having Mario to
complement an already strong sports-marketing portfolio, he will support our new brand mission
‘Forever Faster’ which will have a significant impact for the PUMA brand.”
Media Contact: Tim Stedman – International PR – +49 151 1474 3148 – tim.stedman@puma.com
Imagery and further assets: Download from the PUMA Press Centre: http://news.puma.com/

Speaking about the new partnership with PUMA, Ma

me. From the early conversations I had with PUM MA
personality and my ambition. The product and mar m
exciting and I will be proud to be associated with ev
Italian National team was another instrumental rea
that the coming years will bring many good thing gs f
Björn Gulden, CEO of PUMA, commented: “M Mar
who will become a key ambassador for PUMA a
make him aperfect fit for our brand. With thee F
World Cup in Brazil ahead of us, 2014 will be an
complement an already strong sports-markket
PUMA is one of the world’s leading Sports Brands, designing, developing, selling and marketing footwear, apparel and
accessories. For over 65 years, PUMA has established a history of making fast product designs for the fastest athletes
on the planet. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running,
Training and Fitness, Golf, and Motorsports. It engages in exciting collaborations with renowned design brands such as
Alexander McQueen and Mihara Yasuhiro to bring innovative and fast designs to the sports world. The PUMA Group owns the
brands PUMA, Cobra Golf, Tretorn, Dobotex and Brandon. The company distributes its products in more than 120 countries,
employs more than 10,000 people worldwide, and is headquartered in Herzogenaurach/Germany. For more information,
please visit http://www.puma.com

IF I GET TO BE A LEGEND, I’VE ACHIEVED MY GOAL – USAIN BOLT

44 | THE PUMA CORPORATE FASTER GUIDELINES

CORPORATE COMMUNICATIONS – BUSINESS CARDS
BE
THE WILD
CARD
Our business cards use the
Forever Faster wallpaper styling
to bring our legends onto our
corporate stationery in a bold and
powerful way.
The Forever Faster ‘Underline’ also
makes an appearance to bring a
little uniqueness to the fronts of
the cards.
45 | THE PUMA CORPORATE FASTER GUIDELINES
JAMIE TRENTHAM
GLOBAL HEAD
CONSUMER COMMUNICATIONS
DIGITAL - MEDIA - PR
JAMIE.TRENTHAM@PUMA.COM
T (+1) 234 567 8910
C (+1) 234 567 8910
1 CONGRESS ST. SUITE 110
BOSTON, MA 02114
THE ARTWORK
Provide the printing agency with
the template. They will add in the
necessary information. Required
info for our cards are name, title,
email address, telephone, cell
and address.
When adding personal details
make sure the underline
proportions follow the rules set
out on p27.

CORPORATE COMMUNICATIONS – OFFICES
WORK
AND
PLAY
Our offices should embody our
sporting heritage just as much as
our stores. Materials should be
inspired by sports and stadiums,
large imagery of our legends add
attitude to the walls and irreverent
statements add personality and
joy when you least expect it.
46 | THE PUMA CORPORATE FASTER GUIDELINES
ROOM ONE
MEETINGS
INTERVIEWS
LUNCHES
YOGA
SNOOZING
KEY THINGS TO REMEMBER
- Use the No.1 or Cat Logo at the
entrance. If the Cat logo is used
it should be endorsed by a No.1
Logo close by.
– Utilise sporty materials.
– Use images of our athletes.
– Add powerful statements.
– Use edgy, irreverent quotes.
– Have fun with ‘Underlines’
and ‘Strike-throughs’.
CORPORATE COMMUNICATIONS – OFFICES

WORK
AND
PLAY

47 | THE PUMA CORPORATE FASTER GUIDELINES

 IF YOU NEED ANY FURTHER HELP OR INFORMATION
ABOUT USING THESE GUIDELINES PLEASE CONTACT
GLOBAL BRAND MANAGEMENT

48 | THE PUMA CORPORATE FASTER GUIDELINES

 THE END
BEGINNING
49 | THE PUMA CORPORATE FASTER GUIDELINES