Download - PUMA CI GUIDES-Play by the Rules
PLAY BY THE RULES
puma_guide20 10/3/06 15:17 Page 1
PLAY BY THE RULES
Hello.
Now please don’t panic by what you’re about read. Ok, you’re facing pagesand 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 producingmore stuff, that’s PUMA stuff, than ever before. Not just products, butstores, packaging, campaigns, presentations, you name it. Before, we got by making it up as we went along. But things are different now. Theworld is watching us to see what we’re going to do next so it’s never beenmore 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 ourlogo and identity in a consistent, intelligent and PUMA way on everythingits stuck on. Because we know everyone’s really busy we’ve made theseguides 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.
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CONTENTS
CLICK ON THE SECTION YOU’RE LOOKING FOR.
REDWORLDTHE BASIC
STUFFCORPORATE
COMMUNICATIONSCONSUMER
COMMUNICATIONSPRODUCTS PACKAGING SPECIAL
CIRCUMSTANCES
Z j
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THE BASICSTUFF
Whether you’re creating communications,marketing, products, packaging or stores,you’ll need answers. Like what the logolooks like. What color to use. What the typeface is. This is the place - it’selementary school for PUMA designers!
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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.
THE LOGOS
We have 3 logos used in marketing,communications and products...
THE LANGUAGE
We use standard American English as our corporate business language.
Other things to remember:
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 ‘PUMA’ and ‘AG’. The exceptions include any references to the website puma.com or other PUMA websites.
A registered trademark symbol (®) isrequired only for the first time PUMA ismentioned in text – PUMA®. Subsequentmentions do not need this symbol.
THE TYPEFACE
Our house font is FF Din. It’s used in all our consumer communications,marketing, packaging and stores.
THE COLORS
We have 4 colors. Our main corporate color is PUMA RED (Pantone 485C double hit). Oursecondary colors are black, white, and whenwe’re feeling fancy, silver.
PUMA RED (Pantone 485C X2) White
Black Silver Pantone 877
No.1 Logo
No.1.COM Logo
The No.1 Product Logo
(No registered mark) Aa AaDin Regular Din Bold
1 3
4
2
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THE BASIC STUFF – 1.2 OUR LOGO
Our logo is a key element in our identity
and our most important brand asset.
All around the world it’s the badge we’re
recognized by and it gives authenticity and
brand personality to everything we stick
it on. There are 3 versions of our logo
and it’s vital we use the correct version,
in the correct way, for each application
it’s used on.
The 3 versions are:
No.1 Logo used primarily oncommunications, internal stuff and signage
No.1.COM Logo used for all marketingmaterials and any place it’s handy toadvertise our URL!
No.1 Product Logo used on products
For information about which size logo touse, look at
THE NO.1 LOGO
This logo consists of 3 integral elementsfixed to make a single marque. They are:
Company name
The Cat
Registered mark
YOU MUST NEVER CHANGE THE
CONFIGURATION OR ALTER THE
PROPORTION OF THESE ELEMENTS.
THE NO.1 .COM LOGO
This logo consists of 4 integral elements fixed to make a single marque. They are:
Company name
The Cat
Registered mark
PUMA URL
YOU MUST NEVER CHANGE THE
CONFIGURATION OR ALTER THE
PROPORTION OF THESE ELEMENTS.
NO.1 PRODUCT LOGO
The No.1 Product Logo is only for use onproducts and does not carry the registeredmark (®).
1
2
3
1
2
3
1
2
3
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THE BASIC STUFF – 1.3 MINIMUM SPACE AROUND OUR LOGO
To help maintain a look of confidence
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 of the letter ‘A’ from the word ‘PUMA’ all around it.
For more details, see
The No.1.COM Logo
following The ‘A’ Rule.
The No.1 Product
Logo following
The ‘A’ Rule.
The No.1 Logo following
The ‘A’ Rule.
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THE BASIC STUFF – 1.4 HOW TO POSITION OUR LOGO
On this page you’ll find the rules of
positioning. Where we place the logo in
a given space is important. It’s as much
a part of the identity as the logo itself.
The position our logo sits in is another way
of building consistency and recognition.
The No.1 and No.1.COM logos should beplaced in the bottom right hand corner ofyour designated space. For exceptions, see
The visuals on this page shows the guideon how to position our logo within differentproportions. There are 3 rules to follow:
The ‘U’ Rule - For formats ranging from portrait up to a square (1:1)
The ‘P’ Rule - For formats ranging from a square (1:1) up to a double square (2:1)
The ‘Paw’ Rule - For formats wider than a double square (2:1)
Remember to follow the ‘A’ Rule. Whichdetermines the distance that the logoappears from the bottom and right edges.For more information on the ‘A’ Rule, go to
For details on placing the logo in advertising,see Consumer Communications - 4.3
Print & Outdoor Advertising.
THE ‘U’ RULE - FROM PORTRAIT UP TO 1:1 PROPORTIONS
THE ‘P’ RULE - FROM 1:1 UP TO 2:1 PROPORTIONS
THE ‘PAW’ RULE - BEYOND 2:1 PROPORTIONS
Align edge of the
‘U’ with the vertical
center-line of the area.
The Cat’s ‘Paw’ must
touch the horizontal
center-line of the area.
Align edge of the
‘P’ with the vertical
center-line of the area.
Ce
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r-li
ne
Ce
nte
r-li
ne
Ce
nte
r-li
ne
Center-line
Ce
nte
r-li
ne1
2
3
1
2
3
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THE BASIC STUFF – 1.5 OUR LOGO ON SIGNAGE AND BANNERS
Our logo is used on a large variety
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, morestylish 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 horizontalsand extreme verticals, we’ve created aspecial rule:
Extreme horizontals
Extreme verticals
PLACE THE LOGO IN THE BOTTOM RIGHT HAND CORNER
1 EXTREME HORIZONTALS 2 EXTREME VERTICALS
1
2
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Because our logo is an asymmetric
shape, it is difficult to center in spaces.
This page shows you how to make sure
you center it correctly.
The No.1 and No.1.COM logos should beplaced in the bottom right corner. However,on occasions like on a product, TV spot or banners, you’ll need to center it.
To center the logo in a given field:
Find the center of the desired field.
Find the center of the logo. This is done by measuring the mid-pointbetween the start of the letter ‘P’ and the base of the Cat’s tail.
Align the center of the logo with the center of the desired field.
If a sub-reference or sub-brand is 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 alignthis with the center of the desired field.
NOTE: If the desired size of the logo is
proportionately more than 85% of the
placement area then the logo must be
optically centered within the field.
THE NO.1 LOGO THE NO.1 .COM LOGO
Center of the desired field
Center of logo
Finished rectangle
Center of logo
Finished rectangle
with sub-reference
THE BASIC STUFF – 1.6 CENTERING OUR LOGO
Center of the desired field
THE NO.1 PRODUCT LOGO
Finished rectangle
Center of the desired field
Center of logo
A
B
C
A
B
C
A
B
C
A
B
C
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THE BASIC STUFF – 1.7 OUR LOGO IN ACTION
Back of sock tag
Swing tag
Website
Shoebox
HERE’S SOME EXAMPLES...
Signage
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Our No.1, No.1.COM and Product Logos
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
different versions of the logos for large
and small use. This page explains how
to use them.
When reproducing a PUMA logo, there are5 versions to choose from. They are:
No.1 Logo
No.1 Logo (large use)
No.1.COM Logo
No.1.COM Logo (large use)
No.1 Product Logo
The reason for the 2 sizes is because of the registered mark (®). Generally theNo.1 Logo and No.1.COM logos should suityour everyday needs. When you want toprint the logo big though, you must use the ‘large use’ versions which have a much smaller ® symbol. Remember, thedifference between the logo on an A4 printand a 96 sheet billboard is big!
The No.1 Product Logo is only for use on products and does not carry theregistered mark (®). Because of this, it canbe used at a smaller size, as shown right.
All logos are available from PUMA TV.
NO.1.COM LOGO
THE BASIC STUFF – 1.8 USING OUR LOGO LARGE AND SMALL
When either The No.1
or No.1.COM Logo is
reproduced wider than
40mm use this ‘large use‘
version of the logo -
the registered mark (®)
is smaller.
40mm - unlimited
15mm - 40mm
10mm - unlimited
40mm - unlimited15mm - 40mm
As no ® symbol or URL is
required on products, The
No.1 Logo can be reproduced
at a minimum of 10mm wide.
When either The No.1 or
No.1.COM Logo is reproduced
between 13mm and 40mm
wide (measuring from the
outer edge of the ‘P’ to the
‘A’) use this version of the
logo - the registered mark
(®) is larger. NOTE: The No.1
and No.1.COM Logos with
registered mark must never
appear smaller than this.
NO.1 PRODUCT LOGO
NO.1.COM LOGO (LARGE USE)
NO.1 LOGO (LARGE USE)
1
2
3
4
5
1 2
3
4
5
NO.1 LOGO
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Our logo is reproduced in all kinds of
media and within a variety of different
technical processes. For this reason we’ve
created different logo artworks for every
eventuality.
It’s really important you use the correctlogo for the application you’re designing.Remember to think about what size thelogo will be reproduced at and how it will be printed.
The logos on the right are all versions of the No.1, No.1.COM and No.1 Productwhich are available for download from the PUMA Science channel on PUMA TV.
There are 5 different types of artwork:
CMYK
Special Colors
Screen Use
Black Only
For Products
THE BASIC STUFF – 1.9 DOWNLOAD A LOGO
CMYK
No1com_wht_large_cmyk.eps
No1_wht_cmyk.eps
No1_red_cmyk.eps
FOR PRODUCTS
BLACK ONLY
No1com_blk.eps
No1com_blk_large_use.eps
No1_blk.eps
No1_blk_large_use.eps
No1com_wht_cmyk.eps
No1com_red_cmyk.eps
No1_wht_large_cmyk.eps
No1_red_large_cmyk.eps
No1com_red_large_cmyk.eps
No1com_wht_large_spec.eps
No1_wht_spec.eps
No1_red_spec.eps
No1com_wht_spec.eps
No1com_red_spec.eps
No1_wht_large_spec.eps
No1_red_large_spec.eps
No1com_red_large_spec.eps
No1com_wht_large_scr.eps
No1_wht_scr.eps
No1_red_scr.eps
No1com_wht_scr.eps
No1com_red_scr.eps
No1_wht_large_scr.eps
No1_red_large_scr.eps
No1com_red_large_scr.eps
SPECIAL COLORS SCREEN USE
No1_product.eps
1
2
3
4
5
1 2 3 4
5
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Our logo is not our only well known asset.
We are also proud owners of the Cat, which
plays a big role in our communications
and products. How we use it is vital but
it’s important to remember that it should
always be endorsed by a No.1 Logo.
The Cat is used when we want big brand
impact, like on a shoe box or a store wall.
How we use the Cat is crucial as all aroundthe world, it’s one of the badges we’rerecognized by, giving authenticity and brandpersonality to everything we stick it on.There are 2 versions of the Cat and it’s vitalwe use the correct version, in the correctway, for each application it’s used on.
The 2 versions are:
Cat Logo used on communications,marketing, internal stuff and signage
Cat Product Logo used on products
THE CAT LOGO
The Cat logo consists of 2 integral fixed elements. They are:
Cat
Registered mark (®)
YOU MUST NEVER CHANGE THE
PROPORTION CAT OR TAMPER WITH
THE REGISTERED MARK.
THE CAT PRODUCT LOGO
The Cat Product Logo is only for use on products and does not carry theregistered mark (®).
THE BASIC STUFF – 1.10 OUR CAT
1
2
1
2
1
2
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THE BASIC STUFF – 1.11 MINIMUM SPACE AROUND OUR CAT
To help maintain a look of confidence
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 minimumspace around the Cat. The ‘C’ is themeasurement between the Cat’s paw and ear, as shown in the diagram right.
For more details, see
The Cat Logo following
The ‘C’ Rule
The Cat Product Logo
following The ‘C’ Rule
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THE BASIC STUFF – 1.12 HOW TO POSITION OUR CAT
On this page you’ll find the rules of
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 theNo.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
PREFERRED USE : BOLD AND DYNAMIC
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Our Cat needs to be used on all kinds
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 3versions to choose from. They are:
Cat Logo
Cat Logo (large use)
Cat Product Logo
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 whichhas a much smaller ® symbol. Remember,the difference between the cat on an A4print and a 96 sheet billboard is big!
The Cat Product Logo is only for use onproducts and does not carry the registeredmark (®). For this reason it can be used at a smaller size.
All logos are available from PUMA TV.
THE BASIC STUFF – 1.13 USING THE CAT LARGE AND SMALL
When the Cat logo is
reproduced wider than
40mm use this ‘large use‘
version of the logo - the
registered mark (®) is
smaller.
60mm - unlimited
15mm - 60mm
When the Cat logo is
reproduced between 15mm
and 40mm wide use this
version of the logo - the
registered mark (®) is larger.
NOTE: The Cat logo with
registered mark must never
appear smaller than this.
10mm - unlimited
As no ® symbol is required
on products the Cat logo can
be reproduced at a minimum
of 10mm wide.
CAT LOGO CAT LOGO (LARGE USE)
CAT PRODUCT LOGO
1
2
3
1 2
3
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Our Cat is reproduced in all kinds of
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 theCat which are available for download fromthe PUMA Science channel on PUMA TV.
It’s really important you use the correctlogo for the application you’re designing.Remember to think about what size thelogo will be reproduced at and how it willbe printed.
There are 4 different types of artwork:
CMYK
Special Colors
Screen Use
For Products
THE BASIC STUFF – 1.14 DOWNLOAD A CAT
CMYK
Cat_cmyk.eps
FOR PRODUCTS
Cat_large_use_cmyk.eps Cat_product.eps
SPECIAL COLORS
SCREEN USE
Cat_scr.eps Cat_large_use_scr.eps
Cat_spec.eps Cat_large_use_spec.eps
1
2
3
4
1
2
3
4
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Our colors are one of the key elements
in our identity. We use a limited palette
which makes us quickly recognisable.
It’s important that you always use these
colors and that you follow the technical
specifications shown here when creating
those colors or briefing suppliers.
How it works:
Our main corporate color is PUMA RED. Our secondary colors are black, white, and when we’re feeling fancy, silver.
For Redworld applications the dominantcolor is red, with logos in white and text inblack or white.
For all other corporate uses it’s preferablefor PUMA RED to dominate, but there isflexibility for logos and text to print in our secondary colors.
There are 4 different processes for color matching:
Printing Special Colors
Printing in CMYK
Projecting in RGB
On Screen Colors
PRINTING SPECIAL COLORS
PUMA RED = Pantone 485C X2.
NOTE: X2 means that the printer makes 2 plates that both print Pantone 485C,creating a richer color. The process iscalled ‘double hit’ or ‘double strike‘ (USA).
Silver = Pantone 877C
NOTE: Sending a good sample of a
previous Redworld job to your printer
will help achieve consistency.
PRINTING IN CMYK
PUMA RED = C:0, M:100, Y:100, K:0
Silver = C:35, M:25, Y:22, K:7
Black = C:0, M:0, Y:0, K:100
NOTE: When printing large areas of solid
black, you can use the following breakdown:
C:50, M:50, Y:50, K:100
This will achieve a much deeper black
but is not advisable if text below 10pt
needs to be reversed out of the black.
Redworld uses rich colors and a simplebold design. This must be supported byhigh quality materials and great finishes.The PUMA RED must have a matt finish.This can be achieved by using a mattlaminate, a matt varnish or a matt inkadditive.
The white must have a gloss finish. This can be achieved by using a spot U.V. varnishor by using a shiny white base material.
PROJECTING IN RGB
PUMA RED = R:255, G:0, B:0
Silver = R:154, G:153, B:153
Black = R:0, G:0, B:0
White = R:255, G:255, B:255
ON SCREEN COLORS
PUMA RED = #FF0000
Silver = #999999
THE BASIC STUFF – 1.15 REPRODUCING OUR COLORS
1
2
3
4
1
2
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4
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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 dominantcolor 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).
For campaigns and products, there‘s much more flexibility to color the No.1 and No.1.COM logos. Infact, there’s prettymuch 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.
THE BASIC STUFF – 1.16 USING OUR LOGO ON COLORS
White out of PUMA RED
White out of PUMA RED
Black on WhiteSilver on White
PUMA RED on White
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Our typeface is one of the key elements in
our identity and it is used on all consumer
communications. By using it consistently,
it helps us to build brand recognition. The
guides on this page show how to use it best.
Our house font is FF Din. It is modern andsimple. We use it in 4 weights:
FF Din Regular
FF Din Bold
FF Din Medium
FF Din Black
We mainly use FF Din Regular for text andFF Din Bold when we want to highlight stuff.The only time we really use FF Din Mediumand FF Din Bold is when printing on asurface which may cause text to ‘fill-in’ likeon porous materials or with very small print.Here, Regular is replaced by Medium andBold is replaced with Black.
NOTE: For on-screen use (presentations etc.)
the typeface Tahoma is used for text, as
it is available with all PUMA PC’s. See the
PUMA Science channel on PUMA TV for
templates and more information.
MAIN USE
FF Din Regular
abcdeghijklmnopqrstuvwxyz ABCDEGHIJKLMNOPQRSTUVWXYZ1234567890 !@£$%&*()?
FF Din Bold
abcdeghijklmnopqrstuvwxyz ABCDEGHIJKLMNOPQRSTUVWXYZ
1234567890 !@£$%&*()?
SPECIALIST USE
FF Din Medium
abcdeghijklmnopqrstuvwxyz ABCDEGHIJKLMNOPQRSTUVWXYZ
1234567890 !@£$%&*()?FF Din Black
abcdeghijklmnopqrstuvwxyz ABCDEGHIJKLMNOPQRSTUVWXYZ
1234567890 !@£$%&*()?
THE BASIC STUFF – 1.17 OUR HOUSE FONT
1
2
3
4
1
2
3
4
puma_guide23 13/4/06 16:18 Page 21
Our typography enables us to create a clear
and coherent message within all consumer
communications. The guides on this page
show how to apply our typographic style.
Here are some typographic rules:
PUMA’s typographic style is modern, cleanand simple. Keep the way it looks straight forward wherever possible.
Text should generally be ranged left.
For main headings use small capitals, setin FF Din Bold and followed by a hard return.
For sub headings use FF Din Bold, with nohard return.
Short Important statements look best incapital letters.
Copy should look ‘tightly’ packed.
The headings cap-height
must be no more than
the x-height of your
main lower case copy.
THE BASIC STUFF – 1.18 OUR TYPOGRAPHY
CAPITAL LETTERS
EXAMPLES
x-heightABC abc Re-cycle
1. As a dolls house, for a very small doll.2. As a container for useless stuff you
really should have chucked out by now.3. As a place for photos you just can't
store on your hard disc.
Main heading:
Small capitals followed
by a hard return
Body copy:
In this case, set in
FF Din Bold lower case
Sub heading:
FF Din Bold with
no hard return
Body copy:
In this case, set
in FF Din Regular
lower case
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puma_guide23 13/4/06 16:18 Page 22
REDWORLD
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...
puma_guide23 13/4/06 16:18 Page 23
REDWORLD – 2.1 WHAT IS IT?
02
Redworld is super important. It‘s the
PUMA look and feel on pretty much
all of our sportslifestyle, marketing,
communications, packaging and stores.
Sometimes you see it more, sometimes
less. But in some way, shape or form
it’s always present.
Redworld isn’t just the way we look…It’s the graphic representation of our
attitude! It’s our tone of voice, personality,our sense of humor and our unexpectedlyplayful approach to everything we do.
WHY DO WE NEED REDWORLD?
We need Redworld, because we (ourcustomers, staff and partners) need to seea consistent image, personality andapproach to give us something to recognize.It’s a symbol of PUMA quality and anexperience everyone can buy into.
Redworld was created to do just that. Itreflects our look, our ‘way’ and it keepseveryone interested, always looking for more.
THE ESSENTIAL REDWORLD INGREDIENTS:
Lots of Red
Redworld uses our corporate red as abackground color. And it uses it big! Red is a strong emotive color so we use it allover the place (packaging, tags and bagsetc). It visually ties together all of ourgraphics and our customers recognize it in stores. We also use it on much of ourcorporate stuff too.
A Big White Cat
We have a great and well recognized assetin the Cat. Redworld makes much biggeruse of him than in normal corporate use.The Cat is always used big, white out of redand in a dynamic layout. Don‘t forget though,the Cat alone is NOT our logo. Our logo(No.1 or No.1.COM) must always appear as an endorsement near the Cat, see
Playful humor
As a brand, we don’t take life too seriously.So we’re not truly being ourselves if we’renot being playful. That’s why a key ingredientof Redworld is its humor. But we’re nottalking ‘laugh out loud’ gags - it’s a morequiet humor. Redworld humor catches youby surprise in places you’d least expect it,like on the back of a neck label or theinside of a shoe box. This humor comes in the form of written language and iconsbut also in the choice of places it’s found.
Keep reading for more on how to get thehumor just right…
Look at thenext page tosee Redworldin action...
1
2
3
puma_guide23 13/4/06 16:19 Page 24
REDWORLD – 2.2 WHERE IS IT FOUND & WHAT DOES IT LOOK LIKE?
Packaging
Presentations
Marketing
Store
Changing Room
puma_guide23 13/4/06 17:15 Page 25
REDWORLD – 2.3 CREATING HUMOR IN THE LANGUAGE
02
Redworld uses humor as one of it’s
special ingredients to help build a
recognizable and consistent feel, a
feel which really represents the way
we are. One of the places we inject
humor is in language. This language
is placed in unexpected places to
best take its audience by surprise.
HOW DO YOU WRITE THE LANGUAGE?
Redworld language is really a bunch ofirreverent instructions which are placed inunexpected spaces to catch you by surprise.For instance, ‘Average contents 2’ on thebase of a shoe box! But it’s tone is alsostraight forward, simple and friendly and thisis how you should write other documentslike sell in tools. Even this page is written in Redworld!!! Here are some rules:
DO
Make short, simple statementsMake fun of conventional informationMake it look like we’re laughing at ourselvesSurprise our audience
DON’T
Make slapstick gagsTry too hard to be funnyWrite anything that‘s directed at individuals
Just always remember that our playfulness
is a way of connecting and including people.
It must never isolate or exclude them!
Here’s some examples...Average contents: 2
Re-cycle
1. As a dolls house, for a very small doll.2. As a container for useless stuff you really
should have chucked out by now.3. As a place for photos you just can’t store
on your hard disc.
SUITABLE FOR
Training, napping, snacking, driving, sports, whatever.
CAUTION: THIS IS NOT A TOY
Obviously it's just a bag. OK, we didn't reallythink you would mistake it for a games console.
All we mean is don't fool around and put it on yourhead, you'll just look silly.
We think that this product is ideal for some of the things below. And if we're wrong, no big deal, only 2% of people read these things anyway.
Sure, you work hard, but you’re no slave to the corporate fat-cats. You know the score. Youcall the shots. You makethe most of your chances.So buy this it suits you.
- Taken from the shoebox
- Taken from the shoebox- Taken from the hang tag
- Taken from the hang tag
- Taken from the bag
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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 thestuff that’s printed on boxes, the back ofmobile phone batteries or underneath yourmouse. This junk is everywhere, it’s boringand it’s meaningless to most of us. BUT itlooks cool so we have hijacked it to havesome fun.
HOW AND WHERE TO USE THE ICONS?
The icons can be used on all kinds of stuff.They offer irreverent information illustratedwith offbeat pictures. They can be used toillustrate specific product messages onpackaging, in proposals or in sales tools tomake points in interesting ways.They canalso just be used for fun, surprise and toraise 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. Althoughthey look simple to make, getting the ideasjust right isn’t easy so please don’t createyour own icons. If you need somethingdesigned for a specific use, please contact a brand manager.
Here’s some examples...
Swing tag
Website
Golf Ball
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REDWORLD – 2.6 DOWNLOAD ARTWORK
A selection of Redworld nets are available
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 Logoshould not be altered.
(Examples are not shown to scale)
SHOE BOX BAG
SWING TAG NECK LABEL
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