puma_guide20 10/3/06 15:17 Page 1

PLAY BY
THE RULES
puma_guide23 13/4/06 16:17 Page 2

PLAY BY THE RULES

Hello.
Now please don’t panic by what you’re about read. Ok, you’re facing pages
and pages of guides - that’s rules, regulations, dotted lines - the whole
sch-bang. Why you’re thinking - why does it have to be this way? Good point.
The thing is, we got bigger. Really big in fact. Right now we’re producing
more stuff, that’s PUMA stuff, than ever before. Not just products, but
stores, packaging, campaigns, presentations, you name it. Before, we
got by making it up as we went along. But things are different now. The
world is watching us to see what we’re going to do next so it’s never been
more important to make sure we project a consistent, professional look
and feel in every single thing we do - that’s marketing, communications,
products, packaging and stores.
And that’s what these guides are for. To help show us all how to use our
logo and identity in a consistent, intelligent and PUMA way on everything
its stuck on. Because we know everyone’s really busy we’ve made these
guides as easy and quick to use as possible. Please read them carefully -
once you get into the swing of them you’ll love it, we promise.*

*Ok, we don’t promise, but you have to do it anyway.

puma_guide23 13/4/06 16:52 Page 3

CONTENTS

CLICK ON THE SECTION YOU’RE LOOKING FOR.

THE BASIC
STUFF REDWORLD CORPORATE
COMMUNICATIONS
CONSUMER
COMMUNICATIONS
PRODUCTS
Z
PACKAGING
jSPECIAL
CIRCUMSTANCES
puma_guide23 13/4/06 16:17 Page 4

Whether you’re creating communications,

marketing, products, packaging or stores,
you’ll need answers. Like what the logo
looks like. What color to use. What
the typeface is. This is the place - it’s
elementary school for PUMA designers!

THE BASIC
STUFF
puma_guide23 13/4/06 16:17 Page 5

THE BASIC STUFF – 1.1 AN OVERVIEW

This page will give you the top line

elements that make up the PUMA
identity. There are 4 key elements:
logos, colors, language and typeface.

1 THE LOGOS 2 THE COLORS 3 THE LANGUAGE

We have 3 logos used in marketing, We have 4 colors. Our main corporate color We use standard American English
communications and products... is PUMA RED (Pantone 485C double hit). Our as our corporate business language.
secondary colors are black, white, and when
Other things to remember:
we’re feeling fancy, silver.
When referring to the company in text,
the full registered name is PUMA AG
Rudolf Dassler Sport, or simply, PUMA.
Capital letters are required for both
No.1 Logo
‘PUMA’ and ‘AG’. The exceptions include
any references to the website puma.com
or other PUMA websites.
PUMA RED (Pantone 485C X2) White
A registered trademark symbol (®) is
required only for the first time PUMA is
mentioned in text – PUMA®. Subsequent
mentions do not need this symbol.

No.1.COM Logo
4 THE TYPEFACE

Our house font is FF Din. It’s used

in all our consumer communications,
Black Silver Pantone 877
marketing, packaging and stores.

The No.1 Product Logo

(No registered mark)
Aa Aa
Din Regular Din Bold
puma_guide23 13/4/06 16:17 Page 6

THE BASIC STUFF – 1.2 OUR LOGO

Our logo is a key element in our identity 1 1 THE NO.1 LOGO

and our most important brand asset. This logo consists of 3 integral elements
All around the world it’s the badge we’re fixed to make a single marque. They are:
recognized by and it gives authenticity and
brand personality to everything we stick Company name
it on. There are 3 versions of our logo The Cat
and it’s vital we use the correct version, Registered mark
in the correct way, for each application YOU MUST NEVER CHANGE THE
it’s used on. CONFIGURATION OR ALTER THE
PROPORTION OF THESE ELEMENTS.
The 3 versions are:

1 No.1 Logo used primarily on 2 2 THE NO.1 .COM LOGO

communications, internal stuff This logo consists of 4 integral elements
and signage fixed to make a single marque. They are:
2 No.1.COM Logo used for all marketing Company name
materials and any place it’s handy to The Cat
advertise our URL! Registered mark
3 No.1 Product Logo used on products PUMA URL
YOU MUST NEVER CHANGE THE
For information about which size logo to CONFIGURATION OR ALTER THE
use, look at PROPORTION OF THESE ELEMENTS.

3 3 NO.1 PRODUCT LOGO

The No.1 Product Logo is only for use on

products and does not carry the registered
mark (®).
puma_guide23 13/4/06 16:17 Page 7

THE BASIC STUFF – 1.3 MINIMUM SPACE AROUND OUR LOGO

To help maintain a look of confidence The No.1 Logo following

The ‘A’ Rule.
and clarity, it’s vital our logo is never
cluttered and nothing encroaches its
personal space.

Our logos must always have a minimum

‘breathing space’ surrounding them
(shown in the images on this page).
To make sure they are not cluttered,
please follow The ‘A’ Rule.
The ‘A’ Rule determines that the logo
must have at least the height and width The No.1.COM Logo
following The ‘A’ Rule.
of the letter ‘A’ from the word ‘PUMA’
all around it.
For more details, see

The No.1 Product

Logo following
The ‘A’ Rule.
puma_guide23 13/4/06 16:17 Page 8

THE BASIC STUFF – 1.4 HOW TO POSITION OUR LOGO

On this page you’ll find the rules of 1 THE ‘U’ RULE - FROM PORTRAIT UP TO 1:1 PROPORTIONS
positioning. Where we place the logo in Align edge of the
a given space is important. It’s as much ‘U’ with the vertical
center-line of the area.
a part of the identity as the logo itself.

Center-line

Center-line
The position our logo sits in is another way
of building consistency and recognition.

The No.1 and No.1.COM logos should be

placed in the bottom right hand corner of
your designated space. For exceptions, see

The visuals on this page shows the guide

on how to position our logo within different 2 THE ‘P’ RULE - FROM 1:1 UP TO 2:1 PROPORTIONS
proportions. There are 3 rules to follow: Align edge of the
‘P’ with the vertical
The ‘U’ Rule - For formats ranging center-line of the area.

Center-line
1

Center-line
from portrait up to a square (1:1)
2 The ‘P’ Rule - For formats ranging from
a square (1:1) up to a double square (2:1)
3 The ‘Paw’ Rule - For formats wider
than a double square (2:1)

Remember to follow the ‘A’ Rule. Which

determines the distance that the logo
appears from the bottom and right edges. 3 THE ‘PAW’ RULE - BEYOND 2:1 PROPORTIONS
For more information on the ‘A’ Rule, go The Cat’s ‘Paw’ must
to touch the horizontal
center-line of the area.

For details on placing the logo in advertising,

Center-line
see Consumer Communications - 4.3
Print & Outdoor Advertising.
puma_guide23 13/4/06 16:17 Page 9

THE BASIC STUFF – 1.5 OUR LOGO ON SIGNAGE AND BANNERS

Our logo is used on a large variety PLACE THE LOGO IN THE BOTTOM RIGHT HAND CORNER
of signs and banners, most of which
don’t conform to a standard proportion.
To make it easy, we’ve created a rule
which will guide you in how to place
the logo when faced with this task.

The thing you’ll notice is that we don’t

like to fill the whole space with our logo.
By keeping it small, it’s quieter, more
stylish and more confident.
In all cases, the ‘A’ Rule determines
the distance that the logo appears
from the bottom and right hand edges.

NOTE: This rule does not apply to

advertising. For more details see
Consumer Communications - 4.3
Print & Outdoor Advertising.

SPECIAL CASES

For very small sizes, extreme horizontals

and extreme verticals, we’ve created a
special rule:

1 Extreme horizontals
1 EXTREME HORIZONTALS 2 EXTREME VERTICALS
2 Extreme verticals
puma_guide23 13/4/06 16:17 Page 10

THE BASIC STUFF – 1.6 CENTERING OUR LOGO

Because our logo is an asymmetric THE NO.1 LOGO THE NO.1 .COM LOGO THE NO.1 PRODUCT LOGO
shape, it is difficult to center in spaces. A A A
This page shows you how to make sure
you center it correctly.

The No.1 and No.1.COM logos should be

placed in the bottom right corner. However,
on occasions like on a product, TV spot
Center of the desired field Center of the desired field Center of the desired field
or banners, you’ll need to center it.
To center the logo in a given field:
B B B
A Find the center of the desired field.
B Find the center of the logo. This is
done by measuring the mid-point
between the start of the letter ‘P’
and the base of the Cat’s tail. Center of logo Center of logo

C Align the center of the logo with the

Center of logo
center of the desired field.

If a sub-reference or sub-brand is C C C
placed below the No.1 Logo, follow
the same method as above, but finding
the new central point of the logo with
sub-reference. Once again, simply align
this with the center of the desired field.
Finished rectangle Finished rectangle Finished rectangle
NOTE: If the desired size of the logo is with sub-reference
proportionately more than 85% of the
placement area then the logo must be
optically centered within the field.
puma_guide23 13/4/06 17:48 Page 11

THE BASIC STUFF – 1.7 OUR LOGO IN ACTION

HERE’S SOME EXAMPLES...

tag Sign
f sock age
Back o

Swing tag

Websit
e

x
ebo
Sho
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THE BASIC STUFF – 1.8 USING OUR LOGO LARGE AND SMALL

Our No.1, No.1.COM and Product Logos 1 NO.1 LOGO 2 NO.1 LOGO (LARGE USE)
need to be used on all kinds of stuff at
a huge variety of sizes. There is no limit
on how large the logos can be reproduced
BUT there is a minimum size they can be
reproduced at. In addition, we’ve produced
15mm - 40mm
different versions of the logos for large
and small use. This page explains how 3 NO.1.COM LOGO
to use them.

When reproducing a PUMA logo, there are

5 versions to choose from. They are:

1 No.1 Logo 15mm - 40mm 40mm - unlimited

When either The No.1 or
2 No.1 Logo (large use) No.1.COM Logo is reproduced
between 13mm and 40mm
3 No.1.COM Logo wide (measuring from the
outer edge of the ‘P’ to the
4 No.1.COM Logo (large use) ‘A’) use this version of the
logo - the registered mark 4 NO.1.COM LOGO (LARGE USE)
5 No.1 Product Logo (®) is larger. NOTE: The No.1
and No.1.COM Logos with
registered mark must never
The reason for the 2 sizes is because of appear smaller than this.
the registered mark (®). Generally the
No.1 Logo and No.1.COM logos should suit 5 NO.1 PRODUCT LOGO
your everyday needs. When you want to
print the logo big though, you must use
the ‘large use’ versions which have a
much smaller ® symbol. Remember, the
difference between the logo on an A4 print
and a 96 sheet billboard is big!
The No.1 Product Logo is only for use
10mm - unlimited When either The No.1 40mm - unlimited
on products and does not carry the As no ® symbol or URL is or No.1.COM Logo is
registered mark (®). Because of this, it can required on products, The reproduced wider than
be used at a smaller size, as shown right. No.1 Logo can be reproduced 40mm use this ‘large use‘
at a minimum of 10mm wide. version of the logo -
All logos are available from PUMA TV. the registered mark (®)
is smaller.
puma_guide23 13/4/06 16:18 Page 13

THE BASIC STUFF – 1.9 DOWNLOAD A LOGO

Our logo is reproduced in all kinds of 1 CMYK 2 SPECIAL COLORS 3 SCREEN USE 4 BLACK ONLY
media and within a variety of different
technical processes. For this reason we’ve
created different logo artworks for every
eventuality. No1_wht_cmyk.eps No1_wht_spec.eps No1_wht_scr.eps No1_blk.eps

It’s really important you use the correct

logo for the application you’re designing.
Remember to think about what size the
logo will be reproduced at and how it will No1_red_cmyk.eps No1_red_spec.eps No1_red_scr.eps No1_blk_large_use.eps

be printed.
The logos on the right are all versions
of the No.1, No.1.COM and No.1 Product
No1_wht_large_cmyk.eps No1_wht_large_spec.eps No1_wht_large_scr.eps No1com_blk.eps
which are available for download from
the PUMA Science channel on PUMA TV.
There are 5 different types of artwork:
No1_red_large_cmyk.eps No1_red_large_spec.eps No1_red_large_scr.eps No1com_blk_large_use.eps
1 CMYK
2 Special Colors
3 Screen Use
No1com_wht_cmyk.eps No1com_wht_spec.eps No1com_wht_scr.eps 5 FOR PRODUCTS
4 Black Only
5 For Products

No1com_red_cmyk.eps No1com_red_spec.eps No1com_red_scr.eps No1_product.eps

No1com_wht_large_cmyk.eps No1com_wht_large_spec.eps No1com_wht_large_scr.eps

No1com_red_large_cmyk.eps No1com_red_large_spec.eps No1com_red_large_scr.eps

puma_guide23 13/4/06 16:18 Page 14

THE BASIC STUFF – 1.10 OUR CAT

Our logo is not our only well known asset. 1 1 THE CAT LOGO
We are also proud owners of the Cat, which
The Cat logo consists of 2 integral
plays a big role in our communications
fixed elements. They are:
and products. How we use it is vital but
it’s important to remember that it should Cat
always be endorsed by a No.1 Logo. Registered mark (®)
The Cat is used when we want big brand
YOU MUST NEVER CHANGE THE
impact, like on a shoe box or a store wall.
PROPORTION CAT OR TAMPER WITH
THE REGISTERED MARK.
How we use the Cat is crucial as all around
the world, it’s one of the badges we’re
recognized by, giving authenticity and brand
personality to everything we stick it on.
There are 2 versions of the Cat and it’s vital
we use the correct version, in the correct
way, for each application it’s used on.
The 2 versions are:
2 2 THE CAT PRODUCT LOGO
1 Cat Logo used on communications,
marketing, internal stuff and signage The Cat Product Logo is only for use
2 Cat Product Logo used on products on products and does not carry the
registered mark (®).
puma_guide23 13/4/06 16:18 Page 15

THE BASIC STUFF – 1.11 MINIMUM SPACE AROUND OUR CAT

To help maintain a look of confidence The Cat Logo following

The ‘C’ Rule
and clarity, it’s vital our Cat is never
cluttered and nothing encroaches its
personal space.

Our Cat must always have a minimum

‘breathing space’ surrounding it
(shown in the images on this page).
To make sure they are not cluttered,
please follow The ‘C’ Rule.
The ‘C’ Rule determines the minimum
space around the Cat. The ‘C’ is the
measurement between the Cat’s paw
and ear, as shown in the diagram right.
For more details, see

The Cat Product Logo

following The ‘C’ Rule
puma_guide23 13/4/06 16:18 Page 16

THE BASIC STUFF – 1.12 HOW TO POSITION OUR CAT

On this page you’ll find the rules of PREFERRED USE : BOLD AND DYNAMIC
positioning. Where we place the Cat in
a given space is important. It’s as much
a part of the identity as the Cat itself and
the position our Cat sits in is another way
of building consistency and recognition.
The Cat should be used very big,
dominating the application he appears
on. Remember, he is bold and dynamic,
not small and cute!

The Cat must always be endorsed by the

No.1.COM Logo on another plain to the
one he appears on. Importantly, he must
always jump from right to left too!

HOW SHOULD YOU POSITION HIM?

- On a square item place him in the centre.

- On a wide item place him to the left.
- On a tall item place him near the bottom.

NOTE: The Cat must always have at

least the minimum space of The ‘C’ Rule
surrounding him.

For more information about The ‘C’ Rule,

see
puma_guide23 13/4/06 16:18 Page 17

THE BASIC STUFF – 1.13 USING THE CAT LARGE AND SMALL

Our Cat needs to be used on all kinds 1 CAT LOGO 2 CAT LOGO (LARGE USE)
of stuff at a huge variety of sizes. There
is no limit on how large the Cat can be
reproduced BUT there is a minimum size
it can be reproduced at. In addition, we’ve
produced different versions of the Cat for
large and small use. This page explains
how to use them.

When reproducing the Cat, there are 3 15mm - 60mm

versions to choose from. They are: When the Cat logo is
reproduced between 15mm
and 40mm wide use this
1 Cat Logo version of the logo - the
registered mark (®) is larger.
2 Cat Logo (large use) NOTE: The Cat logo with
registered mark must never
3 Cat Product Logo appear smaller than this.

The reason for the 2 sizes is because of

the registered mark (®). Generally the
Cat logo should suit your everyday needs.
When you want to print the cat big though,
you must use the ‘large use’ version which 3 CAT PRODUCT LOGO
has a much smaller ® symbol. Remember,
the difference between the cat on an A4
print and a 96 sheet billboard is big!
The Cat Product Logo is only for use on
10mm - unlimited When the Cat logo is 60mm - unlimited
products and does not carry the registered As no ® symbol is required reproduced wider than
mark (®). For this reason it can be used on products the Cat logo can 40mm use this ‘large use‘
at a smaller size. be reproduced at a minimum version of the logo - the
of 10mm wide. registered mark (®) is
All logos are available from PUMA TV. smaller.
puma_guide23 13/4/06 16:18 Page 18

THE BASIC STUFF – 1.14 DOWNLOAD A CAT

Our Cat is reproduced in all kinds of 1 CMYK 4 FOR PRODUCTS

media and within a variety of different
technical processes. For this reason we’ve
created different Cat artworks for every
eventuality.

The logos on the right are all versions of the

Cat which are available for download from
the PUMA Science channel on PUMA TV.
It’s really important you use the correct Cat_cmyk.eps Cat_large_use_cmyk.eps Cat_product.eps
logo for the application you’re designing.
Remember to think about what size the
2 SPECIAL COLORS
logo will be reproduced at and how it will
be printed.
There are 4 different types of artwork:

1 CMYK
2 Special Colors
3 Screen Use
4 For Products Cat_spec.eps Cat_large_use_spec.eps

3 SCREEN USE

Cat_scr.eps Cat_large_use_scr.eps
puma_guide23 13/4/06 16:18 Page 19

THE BASIC STUFF – 1.15 REPRODUCING OUR COLORS

Our colors are one of the key elements 1 PRINTING SPECIAL COLORS 3 PROJECTING IN RGB
in our identity. We use a limited palette PUMA RED = Pantone 485C X2. PUMA RED = R:255, G:0, B:0
which makes us quickly recognisable. NOTE: X2 means that the printer makes Silver = R:154, G:153, B:153
It’s important that you always use these 2 plates that both print Pantone 485C, Black = R:0, G:0, B:0
colors and that you follow the technical creating a richer color. The process is White = R:255, G:255, B:255
specifications shown here when creating called ‘double hit’ or ‘double strike‘ (USA).
those colors or briefing suppliers. 4 ON SCREEN COLORS
Silver = Pantone 877C
How it works: PUMA RED = #FF0000
NOTE: Sending a good sample of a Silver = #999999
Our main corporate color is PUMA RED. previous Redworld job to your printer
Our secondary colors are black, white, will help achieve consistency.
and when we’re feeling fancy, silver.
2 PRINTING IN CMYK
For Redworld applications the dominant
color is red, with logos in white and text in PUMA RED = C:0, M:100, Y:100, K:0
black or white. Silver = C:35, M:25, Y:22, K:7
Black = C:0, M:0, Y:0, K:100
For all other corporate uses it’s preferable
for PUMA RED to dominate, but there is NOTE: When printing large areas of solid
flexibility for logos and text black, you can use the following breakdown:
to print in our secondary colors. C:50, M:50, Y:50, K:100
This will achieve a much deeper black
There are 4 different processes for but is not advisable if text below 10pt
color matching: needs to be reversed out of the black.
1 Printing Special Colors Redworld uses rich colors and a simple
bold design. This must be supported by
2 Printing in CMYK high quality materials and great finishes.
3 Projecting in RGB The PUMA RED must have a matt finish.
This can be achieved by using a matt
4 On Screen Colors laminate, a matt varnish or a matt ink
additive.
The white must have a gloss finish. This
can be achieved by using a spot U.V. varnish
or by using a shiny white base material.
puma_guide23 13/4/06 16:18 Page 20

THE BASIC STUFF – 1.16 USING OUR LOGO ON COLORS

You’ve already found out what our colors

are. This page will give you a guide as
to how to use our logo in color and which
colors you can use it on.

For Redworld applications the dominant

color is red, with logos in white. For
all other corporate uses it’s preferable
for PUMA RED to dominate, but there
is flexibility for logos and text to print
in our secondary colors (see images
on this page). White out of PUMA RED PUMA RED on White

For campaigns and products, there‘s

much more flexibility to color the No.1
and No.1.COM logos. Infact, there’s pretty
much nothing you can’t try. However,
a Brand Manager will need to approve
and sign off the artwork.
See Consumer Communications
– Using The Logo for more details.

Silver on White Black on White

White out of PUMA RED

puma_guide23 13/4/06 16:18 Page 21

THE BASIC STUFF – 1.17 OUR HOUSE FONT

Our typeface is one of the key elements in MAIN USE

our identity and it is used on all consumer 1 FF Din Regular
communications. By using it consistently,
it helps us to build brand recognition. The
guides on this page show how to use it best.
abcdeghijklmnopqrstuvwxyz
Our house font is FF Din. It is modern and
ABCDEGHIJKLMNOPQRSTUVWXYZ
simple. We use it in 4 weights:
1234567890 !@£$%&*()?
1 FF Din Regular
2 FF Din Bold
2 FF Din Bold
3 FF Din Medium abcdeghijklmnopqrstuvwxyz
4 FF Din Black ABCDEGHIJKLMNOPQRSTUVWXYZ
We mainly use FF Din Regular for text and
FF Din Bold when we want to highlight stuff.
1234567890 !@£$%&*()?
The only time we really use FF Din Medium
and FF Din Bold is when printing on a SPECIALIST USE
surface which may cause text to ‘fill-in’ like
on porous materials or with very small print. 3 FF Din Medium
Here, Regular is replaced by Medium and
Bold is replaced with Black. abcdeghijklmnopqrstuvwxyz
NOTE: For on-screen use (presentations etc.) ABCDEGHIJKLMNOPQRSTUVWXYZ
the typeface Tahoma is used for text, as
it is available with all PUMA PC’s. See the 1234567890 !@£$%&*()?
PUMA Science channel on PUMA TV for
templates and more information. 4 FF Din Black

abcdeghijklmnopqrstuvwxyz
ABCDEGHIJKLMNOPQRSTUVWXYZ
1234567890 !@£$%&*()?
puma_guide23 13/4/06 16:18 Page 22

THE BASIC STUFF – 1.18 OUR TYPOGRAPHY

ABC abc
Our typography enables us to create a clear CAPITAL LETTERS
and coherent message within all consumer
communications. The guides on this page
show how to apply our typographic style.
x-height
Here are some typographic rules:
1 PUMA’s typographic style is modern, clean
The headings cap-height
and simple. Keep the way it looks straight must be no more than
forward wherever possible. the x-height of your
main lower case copy.
2 Text should generally be ranged left.
3 For main headings use small capitals, set
in FF Din Bold and followed by a hard return. EXAMPLES

4 For sub headings use FF Din Bold, with no

4 Re-cycle
hard return.
1. As a dolls house, for a very small doll.
5 Short Important statements look best in 2. As a container for useless stuff you
capital letters. really should have chucked out by now.
3. As a place for photos you just can't
3
6 Copy should look ‘tightly’ packed. store on your hard disc.

Sub heading:
FF Din Bold with
no hard return
Body copy:
In this case, set
in FF Din Regular
5 lower case

Main heading:
Small capitals followed
by a hard return
Body copy:
In this case, set in
FF Din Bold lower case
puma_guide23 13/4/06 16:18 Page 23

By now we’ve all heard about Redworld.

But what exactly is it and how do you
re-create it for your own stuff? This is
the place to find out...

REDWORLD
puma_guide23 13/4/06 16:19 Page 24

REDWORLD – 2.1 WHAT IS IT?

Look at the
Redworld is super important. It‘s the THE ESSENTIAL REDWORLD INGREDIENTS:
PUMA look and feel on pretty much
all of our sportslifestyle, marketing, 1 Lots of Red
communications, packaging and stores. Redworld uses our corporate red as a
Sometimes you see it more, sometimes
less. But in some way, shape or form
it’s always present.
background color. And it uses it big! Red
is a strong emotive color so we use it all
over the place (packaging, tags and bags
next page to
Redworld isn’t just the way we look…
It’s the graphic representation of our
etc). It visually ties together all of our
graphics and our customers recognize it
in stores. We also use it on much of our
see Redworld
corporate stuff too.

in action...
attitude! It’s our tone of voice, personality,
our sense of humor and our unexpectedly 2 A Big White Cat
playful approach to everything we do. We have a great and well recognized asset
in the Cat. Redworld makes much bigger
WHY DO WE NEED REDWORLD?
use of him than in normal corporate use.
We need Redworld, because we (our The Cat is always used big, white out of red
customers, staff and partners) need to see and in a dynamic layout. Don‘t forget though,
a consistent image, personality and the Cat alone is NOT our logo. Our logo
approach to give us something to recognize. (No.1 or No.1.COM) must always appear
It’s a symbol of PUMA quality and an as an endorsement near the Cat, see
experience everyone can buy into.
Redworld was created to do just that. It 3 Playful humor
reflects our look, our ‘way’ and it keeps As a brand, we don’t take life too seriously.
everyone interested, always looking for more. So we’re not truly being ourselves if we’re
not being playful. That’s why a key ingredient
of Redworld is its humor. But we’re not
talking ‘laugh out loud’ gags - it’s a more
quiet humor. Redworld humor catches you
by surprise in places you’d least expect it,
like on the back of a neck label or the
inside of a shoe box. This humor comes
in the form of written language and icons
but also in the choice of places it’s found.
Keep reading for more on how to get the
humor just right…
02
puma_guide23 13/4/06 17:15 Page 25

REDWORLD – 2.2 WHERE IS IT FOUND & WHAT DOES IT LOOK LIKE?

Presentatio
Pack ns
aging

re
Sto

Cha
ngi
ng
Roo
m

ng
Marketi
puma_guide23 13/4/06 16:19 Page 26

REDWORLD – 2.3 CREATING HUMOR IN THE LANGUAGE

Redworld uses humor as one of it’s

special ingredients to help build a Re-cycle
recognizable and consistent feel, a
feel which really represents the way
1. As a dolls house, for a very small doll.
we are. One of the places we inject 2. As a container for useless stuff you really
humor is in language. This language
is placed in unexpected places to should have chucked out by now.
best take its audience by surprise.
3. As a place for photos you just can’t store
HOW DO YOU WRITE THE LANGUAGE?
on your hard disc.
Redworld language is really a bunch of - Taken from the shoebox
irreverent instructions which are placed in
unexpected spaces to catch you by surprise.
For instance, ‘Average contents 2’ on the
We think that this product is ideal
for some of the things below. And
Sure, you work hard,
base of a shoe box! But it’s tone is also if we're wrong, no big deal, only 2%
of people read these things anyway.
but you’re no slave to
straight forward, simple and friendly and this
is how you should write other documents the corporate fat-cats.
like sell in tools. Even this page is written
in Redworld!!! Here are some rules:
SUITABLE FOR You know the score. You
call the shots. You make
DO

Make short, simple statements

Training, the most of your chances.
Make fun of conventional information
Make it look like we’re laughing at ourselves napping, So buy this it suits you.
Surprise our audience - Taken from the hang tag

DON’T snacking, CAUTION: THIS IS NOT A TOY

Obviously it's just a bag. OK, we didn't really
Make slapstick gags
Try too hard to be funny driving, think you would mistake it for a games console.
All we mean is don't fool around and put it on your
head, you'll just look silly.
Write anything that‘s directed at individuals
Just always remember that our playfulness sports, - Taken from the bag

is a way of connecting and including people.

It must never isolate or exclude them!
Here’s some examples...
whatever. Average contents: 2
- Taken from the hang tag - Taken from the shoebox

02
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REDWORLD – 2.4 HUMOR IN THE GRAPHICS

In addition to written language, we use

specially designed Redworld icons to
inject an extra level of humor. They‘re
like the graphic version of the words.

Our icons make fun of graphic junk, like the

stuff that’s printed on boxes, the back of
mobile phone batteries or underneath your
mouse. This junk is everywhere, it’s boring
and it’s meaningless to most of us. BUT it
looks cool so we have hijacked it to have
some fun.

HOW AND WHERE TO USE THE ICONS? Website

The icons can be used on all kinds of stuff.

They offer irreverent information illustrated
with offbeat pictures. They can be used to
illustrate specific product messages on
packaging, in proposals or in sales tools to
make points in interesting ways.They can
also just be used for fun, surprise and to
raise a smile!
There is currently a library of over 200
icons and it‘s being added to all the time -
they’re there for everyone to use. Although
they look simple to make, getting the ideas
just right isn’t easy so please don’t create
your own icons. If you need something
Golf
designed for a specific use, please contact Ball

a brand manager.
Here’s some examples...

Swing tag
puma_guide23 13/4/06 16:19 Page 28

REDWORLD – 2.5 DOWNLOAD AN ICON

HERE IS MOST OF WHAT’S AVAILABLE ON PUMA TV…

puma_guide23 13/4/06 16:19 Page 29

REDWORLD – 2.6 DOWNLOAD ARTWORK

A selection of Redworld nets are available SHOE BOX BAG

for you to use. These are available from
the PUMA Science channel on PUMA TV.
Please contact the International Brand
Marketing Department before using.

Note that the Cat and the No.1.COM Logo

should not be altered.
(Examples are not shown to scale)

SWING TAG NECK LABEL