Besides its sophisticated product line, Puma has excelled in adapting a brand identity that is unique in its own sense, the Puma logo. Created first in the year 1948, the same Puma logo is still used today with little modifications. It is a combination of a symbolic icon and bold typeface. The Puma logo has an image of a leaping Puma, an animal otherwise called a cougar, a panther or a mountain lion. Active both day and night, it is a powerful beast and an expert hunter that can jump to a maximum of 20 feet high in a single bounce. By incorporating the creature in the Puma logo, the company has summarized the complete meaning of its products into a powerful identity. The Puma logo itself characterizes the brand's reliability and its products' competency in the global market.

Additionally, the Puma logo is also multifunctional and can be used for different purposes easily while keeping its original identity intact. The size, background and color of the Puma logo can be modified or changed without altering its integrity. No doubt, the Puma logo effectively manages to brand the company and its products.

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