PUMA Brand Refresh

This project reimagines the iconic PUMA logo, giving it a more modern and forward-thinking feel while preserving its heritage. A key change was flipping the puma from facing backward to the left to leaping forward from left to right. This subtle shift symbolizes progress, the future, and a new era for the brand. The tail and structure were also refined to create a sleeker, more dynamic look, emphasizing motion and speed while maintaining its iconic energy. The new tagline, “Chase Greatness,” perfectly complements this direction, capturing PUMA’s mission to inspire athletes and individuals to push their limits.

AI was used to conduct a thorough brand audit, analyzing consumer sentiment, market trends, and design consistency. A SWOT analysis revealed PUMA’s strong brand recognition and heritage, but also highlighted areas where it was falling short in innovation and differentiation from competitors such as Nike and Adidias. The solutions focused on refining the logo for a sharper, more modern feel, while crafting messaging that resonates with a new generation of athletes and creators.

• Adobe Photoshop + Illustrator + After Effects

• Role: Student Work

• Date: Fall 2024