PUMA BRAND

GUIDELINES 2016
CONTENT
BRAND GUIDELINES RESEARCH
3. BRAND IDENTITY 24. THE ORGANIZATION
4. BRAND PERSONALITY 25. HISTORY
5. VISION, MISSION, VALUES 26. HISTORY
6. TONE OF VOICE 27. VISION, MISSION, VALUES
7. LOGO 28. PRODUCT PORTFOLIO
8. LOGO VARIATIONS 29. TARGET MARKET AND AUDIENCE
9. LOGO VARIATIONS 30. BRAND ARCHITECTURE
10. LOGO COLOURS 31. BRAND TYPE
11. LOGO SIZE 32. COMPETITORS
12. LOGO DIMENSIONS 33. POSITIONING
13. LOGO PLACEMENT 34. PUMA’S CURRENT SITUATION
14. TAGLINE 35. PUMA’S BRAND STRATEGY
15. SLOGAN 36. ANSOFF’S GROWTH MATRIX
16. COLOUR PALETTE 37. BRAND STRATEGY MATRIX
17. TYPOGRAPHY 38. POP/POD ANALYSIS
18. EMPLOYEE UNIFORM 39. IDENTITY PRISM
19. NEWSLETTER 40. LADDER OF BENEFITS
20. BILLBOARDS 41. REFERENCES
21. SOCIAL MEDIA
22. LOGO ON PRODUCTS
23. PACKAGING
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BRAND
IDENTITY
PUMA aims to be fastest and most
advancing sports and lifestyle brand.
PUMA is fast in reacting to trends and
developing products within the most recent
technology.
PUMA is determined to create
innovative, advancing products
with a sustainable focus and a desire to
contribute to a better world.
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BRAND
PERSONALITY
PUMA’s personality is influenced by its
roots in sports and its heritage and
history of more than 65 years. PUMA is joyful,
athletic, performance merging sports and
fashion to create a community for people with an
active lifestyle. PUMA is fun
and playful,
passionate and colourful according to its red
image. PUMA is both feminine and masculine, though its
perception leans towards masculinity.
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VISION
Create a community for all people
interested in sports and fashion,
enhance positivity within sports and put
more energy into training.

MISSION
Be the fastest and most advancing
sports and lifestyle brand.

VALUES
We live to play the game and love what we do,
we are not affraid of taking risks and we do
everything with conviction, which reflects our
core values: Brave, Confident,
Determined, Joyful.

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TONE OF VOICE
PUMA’s tone of voice is confident and it
should always reflect the core values of the
brand. The tone must also reflect our
passion and love for what we do.
PUMA uses humour and irony to
express joy along with confidence, honesty and
powerful words to state our level of
determination.
The tone of voice aims to connect with the
target audience and communicate the PUMA
brand.

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LOGO
The logo consists of two elements being the
font and the jumping puma.
The font is Arial Black - a simple bold font to
make it noticable. The font has been sliced in
half to give it edge and underline the brand’s
two focus points being sports and fashion.
The puma is kept simple in order to match the
overall minimalistic feel of the logo.

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LOGO
VARIATIONS
The logo can be used in the
following three variations: the
classic logo with the white
puma and font on a black
background, inverted
colours or the third option
with the black puma and font
on a beige background.

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LOGO
VARIATIONS
The PUMA can be used on its
own for promotional use and
on the products.
The puma is associated with
the brand, however, it is
important to consider where
and how the puma is placed.

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LOGO
COLOURS
The logo colours must
always follow the above
guidelines. The background
PUMA
colour of the logo cannot be
changed and the colour of
the font and puma cannot be
changed either.
The same goes for the
simple puma logo.
A background cannot be
added and the colour of the
puma cannot be changed.

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LOGO
SIZE 6 CM

MINIMUM SIZE
In order to ensure distinction the logo
can be changed in size depending on 3 CM
what it will be used for and where and
how it will be placed.

MAXIMUM SIZE
There is not a defined maximum size
that the logo can be scaled to.
It depends what it will be used for and
where and how it will be placed.
However, it is essential that the logo is
scaled as a whole. The objects can nev-
er be scaled seperately.

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LOGO
DIMENSIONS
The dimensions of the logo
cannot be changed as it will
confuse the consumer and
weaken the brand.

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LOGO
PLACEMENT
The logo must always be
placed accordingly in a top or
lower corner, depending on
the photo it is being placed
onto, in order to make it
appear clearly.
Choose the logo variation
according to the colours of the
photo it is placed onto.

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TAGLINE
The new tagline, YOUR LIFE, YOUR STYLE,
YOUR SPORT, represents PUMA’s mission and
engages its target market.

YOUR LIFE
YOUR STYLE
YOUR SPORT
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SLOGAN
PUMA will keep its slogan for the ‘Forever
Faster’ campaign featuring Rihanna and
Usain Bolt.
The font has been changed according to the
logo using Arial Black and instead of
combining it with the entire logo the
jumping puma is used.

FOREVER FASTER
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COLOUR PALLETTE
The colour palette has undergone a small facelift.
Allthough the main colours are still black, white and red.
The red variation is a slightly more subtle red and less
neon red. This goes well with the beige colour that will
mainly be used for the fashion collaborations.

For web For web For web For web For web For web
R: 0 R: 68 R: 105 R: 186 R: 174 R: 255
G: 0 G: 64 G: 105 G: 32 G: 148 G: 255
B: 0 B: 63 B: 101 B: 38 B: 109 B: 255

For print For print For print For print For print For print
C: 100 C: 65 C: 58 C: 19 C: 32 C: 0
M: 100 M: 62 M: 50 M: 99 M: 38 M: 0
Y: 100 Y: 61 Y: 53 Y: 99 Y: 62 Y: 0
K: 100 K: 48 K: 20 K: 9 K: 4 K: 0

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TYPOGRAPHY

Avenir Black and Avenir Book AVENIR BLACK CAPITAL

are our main typefaces for
titles, subtitles and main text LETTERS FOR TITLES
for both online and ABCDEFGHIJKLM
offline use. It is a simple and N O P QR S T U V W X Y Z
clean typeface that
compliments the more
detailed and playful Avenir black for subtitles
typeface used for the logo, and subheading
tagline and slogan.
The typeface can be used in Aa Bb Cc Dd Ee Ff Gg Hh Ii
black or red depending on Jj Kk Ll Mm Nn
what it is being used for.
Avenir book for main text
Oo Pp Qq Rr Ss Tt Uu Vv
Ww Xx Yy Zz
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INTERNAL BRANDING
EMPLOYEE UNIFORM
The employee uniform supports the importance of working
together as a team as well as the brand identity and values.

YOUR LIFE
YOUR STYLE
YOUR SPORT

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INTERNAL BRANDING
NEWSLETTER
The purpose of the internal
newsletter is to engage the
employees and establish an
informative and proffesional
relationship with them.
The newsletter informs about any
significant changes within the
organization, new
collections and collaborations.
The newsletter also serves as an
inspirational source in
order to enhance the passion
amongst the employees.

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EXTERNAL BRANDING
BILLBOARDS
The billboards adds to the YOUR LIFE
pre-purchase experience of the YOUR STYLE
consumers, hence, the YOUR SPORT
importance of the quality.
The billboards will either
feature the tagline, YOUR
LIFE, YOUR STYLE, YOUR
SPORT, with the logo or the
current campaign slogan ‘FOR-
EVER FASTER’ with the jump-
ing puma. Logos and text must be
chosen according to the concept
and photos.

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EXTERNAL BRANDING
SOCIAL MEDIA
Social media must always be be updated with the latest
campaign material in order to be relevant. The social media
channels should always feature a logo to express the brand.

YOUR LIFE
YOUR STYLE
YOUR SPORT

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EXTERNAL BRANDING
LOGO ON PRODUCT
The three variations of the logo
and the four variations of the
jumping puma can be used to
place on the products.
It is important to consider the
colours of the product when
choosing which logo to apply.
The puma will mainly be used for
products as it is a clear symbol of
PUMA’s identity.

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EXTERNAL BRANDING
PACKAGING
The packaging should reflect the brands visual identity in
order to create coherence and support the brand image.
At least one logo must always be placed onto the packaging.

PUMA
PUMA

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RESEARCH
THE ORGANIZATION
PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and
accessories. With a long history and a refined experience PUMA has established a history of making fast product designs
for the fastest athletes on the planet for the last 65 years. 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, Rihanna and Mihara Yasuhiro to bring innovative and fast de-
signs to the sports world.1

Unique selling proposition

Global brand mixing sports and lifestyle with a focus on innovation and sustainability. With the adoption of new technolo-
gies, designs, forms and materials, PUMA is trying to create a new product offering that is as unique and distinctive as the
PUMA brand.

DNA
Performance and its sporting roots in football and athletics, fashion, fun, ambitious, challenger brand, rebellious.

1http://about.puma.com/damfiles/default/newsroom/press-kit/corporate-eng/2015/PUMA-at-a-Glance_2015_10-3549c8342b5acde129ac0d6b481095b8.pdf
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HISTORY
The PUMA brand starts it business venture with an exclusive focus on football, which is a field they receive great recogni-
tion and success within. However, already in the 60’s PUMA is also being developed and used by many athletes. The brand
also expands into basketball, tennis, sailing and motorsports.
PUMA was also the first brand to combine sports and fashion, which has become a tremendous success.1

Highlights of PUMA’s history

1924 1928 1948 1952 1957

The brothers Rudolf and The first success - a lot of Rudolf Dassler founds the The launch of the “SUPER Rudolf Dassler introduces a
Adolf Dassler founded the athletes were wearing PUMA Schuhfabrik Rudolf ATOM” in 1952, the world’s sans-serif PUMA typeface,
company “Gebrüder Das- Dassler. The existing busi- first boot with screw-in designing a word and pic-
sler Schuhfabrik“ (Dassler ness assets are divided up studs, marks the beginning ture logo at the same time.
Brothers Shoe Factory) in between the brothers. of PUMA’s highly successful One year later, the second
Herzogenaurach, Germany, The first football boot is heritage in football. brand logo is patented:
which was the very begin- launched and severeal the “formstrip”, originally
ning of PUMA. members from the West created to stabilize the foot
Germany national team inside the shoe, is now a
wear them. typical PUMA trademark.

1http://about.puma.com/en/this-is-puma/history
25
Highlights of PUMA’s history

1958 1967 1979 1991 1998

PUMA introduces its trade- The logo with the jumping Since 1979, the puma Launched in 1991, the Disc As the first sports brand,
mark logo, the unmistak- cat, today one the most has been jumping across is the first laceless sports PUMA merges sports and
able PUMA formstrip. In famous trademarks world- the right upper corner of shoe with a system of inter- fashion through a collabo-
the same year PUMA foot- wide, is created by Lutz the word logo and it has nal wires that tighten the ration with star designer Jil
ball boots are the only Ger- Backes, a cartoonist from slightly changed over the upper for a perfect fit. Sander. Lifestyle versions
man-made football boots Nuremberg. As the prod- years: the eye and nuzzle This is both a revolution of the “KING” and the
in the final of the World uct range is extended to are gone, and the ears are within technology and a running shoe “Easy Rid-
Cup in Sweden. PUMA include not only shoes but more pronounced today. step towards a more fash- er” are launched in close
celebrates the victory also sportswear, the logo PUMA’s world famous ‘No. ion oriented brand and collaboration and become
of the Brazilian team with begins to appear more 1 logo’ is introduced. product line. desired fashion sneakers.
an advertising campaign. frequently on PUMA prod- They combine PUMA’s au-
ucts such as performance thenticity and performance
apparel and bags. credibility with Jil Sander’s
classic style.

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VISION, MISSION, VALUES
Vision
PUMA’s vision is to improve the quality of their revenues and distribution through the ‘Forever Faster’ campaign. However,
PUMA’s vision is also to enhance positivity within sports and put more energy into training.1

Mission
FAST was the keyword when PUMA repositioned themselves on the market in 2014 with the principle of being: brave, con-
fident, determined, and joyful.2
Mission statement
To be the Fastest Sports Brand in the world
• Fast in reacting to new trends
• Fast in bringing new innovations to the market
• Fast in decision making
• Fast in solving problems for their partners

Values
As a brand persona, PUMA is a challenger brand with a rebel’s attitude made for individuals, who act upon their instincts.
In short, PUMA is a brand for the Game Changer.3 The brand values and the brand persona reflects PUMA’s history and
legacy in sports directly. PUMA’S brand values, which they want to anchor in their consumers’ minds when they think about
PUMA are:
• Brave: We are never afraid to take risks.
• Confident: Whatever we do, we do with conviction.
• Determined: Nothing comes between
• Joyful: We live to play the game and love what we do

1 http://about.puma.com/en/this-is-puma
2 http://about.puma.com/en/this-is-puma/strategy
3 http://about.puma.com/damfiles/default/investor-relations/financial-reports/en/2013/PUMAGeschaeftsbericht2013_en-451d648f580b48ac5a9f331d2d5fc383.
pdf
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PRODUCT PORTFOLIO
Common to all the collections are that PUMA always strives to expand the product and consumer range by developing
innovative, more commercial products in line with PUMA’s “Forever Faster“ brand strategy of simplifying and harmonizing
our designs and executions to improve commerciality.1
The PUMA brand can be divided into four overall porduct categories: footwear, apparel, accessories and sports equipment.
The PUMA product assortment ranges from performance to lifestyle including the following:
• Football
• Running and training
• Golf
• Motorsport
• Fundamentals and sportstyle
• Accessories and licensing

1 http://about.puma.com/en/this-is-puma
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TARGET MARKET & AUDIENCE
Puma’s target market is the young athlete and/or fashion conscious individual. The focus is both males and female, age
range is 16-34 years old, with moderate income. The target audience is “the trendy man or woman with a wild and
dynamic side.”

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BRAND ARCHITECTURE
The PUMA Group owns the brands PUMA, Cobra Golf, and Tretorn, as well as the affiliate companies Dobotex and Bran-
don. As the PUMA brand accounts for the vast majority of the group’s net sales and constitutes the core of the PUMA
Group, it is therefore the PUMA management team’s top priority. Dobotex, Brandon and Cobra Golf are closely interlinked
with PUMA’s core business and will adapt and implement the new brand direction for their own strategies.1

House of brands
The PUMA Group has a house of brands brand architecture consisting of PUMA, Cobra Golf, Tretorn, Brandon and
Dobotex International.

1 http://about.puma.com/en/this-is-puma/puma-at-a-glance
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BRAND TYPE
Based on the Boston Matrix, which is based on the
product life cycle, PUMA is currently defined as a cash
cow. A cash cow is defined as a money making brand
with no future growth that has a high market share and
a low market growth, which means that PUMA has es-
tablished itself as a massive, recognizable company on
the market given the fact that they have a high market
share. However, the sales have started decreasing. It
is not difficult to see that these issues have transpired
into their business and financial performances during
the last couple of years. For the full year 2013, PUMA
reported a decline in sales of currency-adjusted 3%,
and net earnings fell significantly.1
Going further into the various product categories
the apparel is also a cash cow in the Boston Matrix.
Although the footwear sales decreased as well, the
footwear is defined as a star as it is still the best-
seller within PUMA, which hopefully also means that
the company should have potential to turn the sales
around again for their most popular products. Further-
more the sports equipment is defined as a question
mark and the accessories as a dog.

1PUMA annual report 2013

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COMPETITORS
The market that PUMA finds itself in has a very high level of rivalry. It is a very fast-paced market with a lot of competition,
especially from PUMA’s two biggest rivals: Adidas and Nike. It seems as if the brands have very similar visions of becoming
the most recognized sports brand in the world even though they have different missions and ways of achieving the goal.
Furthermore there are a lot new brands competing on the market, however, in this case it is a clear advantage than PUMA
has so much experience and a long history of developing and optimizing their products.

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POSITIONING
PUMA’s current position amongst it’s competitors measured on price and sports vs. lifestyle is showed on the positioning
map beneath. Even though PUMA is primarily a sports brand it is also competing with various brands that are percieved
more as a lifestyle brand for example Converse and Vans - both brands do have an identity within sports as well though;
basketball and skateboarding. The positioning map also shows how Nike, Adidas and PUMA are almost placed the same -
Nike being the most sporty, PUMA slightly more than Adidas and Nike being a bit more expensive than PUMA and Adidas.

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PUMA’S CURRENT SITUATION
Objectives
The main goal for PUMA is to revitalize the brand, which means they are aiming to reposition and renew the global brand.
This process began in 2013 when PUMA claimed they wanted to reposition themselves as the fastest sports brand on the
market.
PUMA is no longer in the business they were in when the company was founded given the revolution of technology and
the competitors. This means that PUMA needs to communicate more clearly about whom they are in order to reach their
target audience.

Branding strategy
PUMA wants to be the fastest sports brand in the world, which has led them to launching the ‘Forever Faster’ campaign
and co-branding with Rihanna, musician and one of the biggest fashion icons, as well as athlete Usain Bolt. By using these
two icons for their campaign PUMA signals that they are merging sports and fashion.
PUMA is well on their way with this branding strategy, however, they need that extra something to keep up with Adidas and
Nike.
PUMA rebranded themselves in 2013 with this ‘Forever Faster’ campaign, however, they’ve chosen to stick with their visual
identity.

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BRAND STRATEGY
PUMA’S BRAND STRATEGY
Objectives
PUMA’s new overall objective is to become the fastest and most advancing sports and lifestyle brand

• Revitalizing the brand identity (reposition and renew the brand)

• Optimize the visual identity
• Strengthen and clarify the brand image
• To be perceived as a lifestyle brand merging sports and fashion rather than creating a wedge

Branding strategy
PUMA is one brand assigned to several product categories in different markets, which means the umbrella brand strategy
will suit the new objective to make PUMA the fastest and most advancing sports and lifestyle brand.
Furthermore, it is suggested that PUMA takes co-branding to the next level. Sports has become a trend within fashion and
the other way round - the tendencies are that sports and fashion are merging more and more due to the active lifestyle that
many people lead.

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ANSOFF’S GROWTH MATRIX
PUMA will both be using the market penetration strategy and the product development strategy. When using the market penetration strategy,
the organization tries to grow using its existing offerings (products and services) in existing markets. In other words, it tries to increase its market
share in current market scenario.This involves increasing market share within existing market segments. This can be achieved by selling more
products or services to established customers or by finding new customers within existing markets. In the market development strategy, a firm
tries to expand into new markets using its existing offerings.
PUMA will still sell their populare classics, however, they will also focus on developing new products.

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BRAND STRATEGY MATRIX
As mentioned earlier PUMA will take co-branding to the next level. This will be done by applying product line extension collaborating with a
high-end fashion brand. It is already a huge trend for high fashion companies to engange collaborations with big designer brands and it has
even been seen within some sports brands, for example Adidas who has made a collaboration with Stella McCartney.
This means that PUMA will collaborate with a global design brand and thereby adding new items to the existing product categories under the
existing brand name.

Multi Brands New Brand

Product Line Extension Brand Stretch

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POP/POD ANALYSIS
This analysis identifies the differences and similarities between PUMA and its two biggest competitors in the market. It is important to take the
compatition into consideration, especially these two brands, when developing the branding strategy.
PUMA should find a way to differentiate from its competitors while still remaining on the same level.

Points of Focus
Football
Focus
Football and tennis
Focus
Basketball and running
Differences Product pricing Product pricing Product pricing
Lowest Medium Highest

Collaborations Collaborations Collaborations

Musicians, fashion Musicians, designer Athletes
icons and athletes collaborations

Points of Product variety: sports and fashion

Parity High quality products

Marketing channels
Part of a group of brands
Innovative

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IDENTITY PRISM

PHYSIQUE PERSONALITY
•Sports and fashion • Sporty
•Innovation • Lifestyle
•Wide product range • Rihanna
•Puma: fast • Usain Bolt
•Colours: black and red

•Heritage • German heritage

RELATIONSHIP CULTURE
•Quality • Football
•Determination • Sports and
fitness

• Engaging people
in the lifestyle
• Sustainable,
•Youthful innovative
•Competitive products
REFLECTION SELF-IMAGE
•Masculine • Fastest sports

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BRAND LADDER OF BENEFITS

Extending the active lifestyle and Experience benefits

achieving a relationship with the brand

Belonging to the community of people enjoying an active life- Social benefits

style, gaining recognition by wearing a trendy and sporty outfit.

Feeling of being trendy and having a stylish appearance. Emotional benefits

Feeling of comfort.

Modern and stylish products. Functional benefits

Comfortable and wearable products.

Firtst-mover, technology-efficient company of high-quality, Product benefits

innovative, advancing products.

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REFERENCES
Websites
PUMA annual report 2013 - http://about.puma.com/en/investor-relations/financial-reports
PUMA annual report 2014 - http://about.puma.com/en/investor-relations/financial-reports

www.puma.com
www.adidas.com
www.nike.com

Books
Strategic Brand Management, Philip Kotler, 2008
Strategic Brand Mangement - Building, Measuring and Managing Brand Equity, Kevin Lane
Keller, 2013
Designing Brand Identity, Alina Wheeler, third edition

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