The Puma logo features a silhouette of a puma leaping over the wordmark PUMA, set in uppercase geometric sans‑serif with slightly bold strokes and soft corners. The puma is shown mid-jump with an elongated body and limbs, conveying speed, energy, and agility. This version of the logo has been used since 1988 and remains unchanged apart from minor refinements. Early versions had more complex compositions, including a puma jumping through a letter, but over time the design became cleaner and more versatile.
Puma SE was founded in 1948 by Rudolf Dassler after splitting from his brother Adolf, with whom he had run the Gebrüder Dassler shoe factory. Their split was triggered by personal and business disagreements during World War II, exacerbated by political differences and mutual allegations of betrayal. As a result, Rudolf established Puma and Adolf founded Adidas, launching a rivalry that lasted decades. Puma has grown into one of the world’s largest sports apparel and footwear brands, focused on dynamism, style, and technological innovation. The brand collaborates with top athletes, football clubs, and designers, maintaining a strong identity and global recognition.
