PUMA Brand Book:
A master guide of visual style and values.
“Forever Faster”
The Forever Faster Manual outlines Puma’s core ethos to constantly push sports and culture forward. Our first book of two, this manual is both retrospective and forward-looking — harnessing a seventy-five year legacy to inspire the next generation. Injecting playfulness into a new design system, we pay homage to the brand’s rigor, dynamism and constant freshness.
“Be More Cat”
The Be More Cat Manual is given to all PUMA staff as a way to repackage an operational philosophy in a more engaging way. The second book of two, it personifies the Cat and what we can learn from its core eight traits. These are: Spirit, Instinct, Curiosity, Agility, Speed, Adaptability, Balance and Grace.
We worked closely with illustrator Katie Forbes @kfrbs to depict each in her classic hand-drawn, 2D style.
