puma ci guides-play by the rules

PLAY BY THE RULES

puma_guide20 10/3/06 15:17

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.

puma_guide23 13/4/06 16:17

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!

puma_guide23 13/4/06 16:17

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

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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


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 (®).

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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


Align edge of the

‘P’ with the vertical


Ce

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Ce

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r-li

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Ce

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Center-line

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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

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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


THE NO.1 PRODUCT LOGO

Finished rectangle


Center of logo

A

B

C

A

B

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B

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A

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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)

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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

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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 (®)


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

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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

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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

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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

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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

puma_guide23 13/4/06 16:18

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


1234567890 !@£$%&*()?FF Din Black


1234567890 !@£$%&*()?

THE BASIC STUFF – 1.17 OUR HOUSE FONT

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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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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

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...

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puma_guide23 13/4/06 16:19

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

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

puma_guide23 13/4/06 16:19

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

puma_guide23 13/4/06 17:19

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13/4/06 16:19

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

puma_guide23 13/4/06 16:19

puma ci guides-play by the rules

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