PUMA – The Graphic Heritage

For the first time, the historical PUMA ephemera has been subjected to a comprehensive design history examination. In search of the most interesting illustrations, we sifted through tens of thousands of pages of old catalogs, advertisements, press kits and design manuals. However, the fact that PUMA’s visual history can be reproduced in an almost overwhelming wealth of images is not a matter of course. It is thanks to the personal initiative of long-time PUMA employee Helmut Fischer that many of the historical materials have been preserved. Together with Fischer and his team at PUMA THE ARCHIVE, the project was realized at vista.

On around 300 pages, the book takes readers on a journey through the company’s history, which spans more than seven decades. Short and longer texts tell little-known stories about products, company logos and testimonials – including Boris Becker’s involvement as a brand ambassador and the collaboration with design icons such as Jil Sander and Otl Aicher.

The modular layout was designed to respond flexibly to the very different types of illustrations – sketches, photographs, product photos, logos. Each of the eight chapters was given its own color, which provides orientation when leafing through the chronological history of the company. The use of a special print color and blind embossing on the cover, as well as the Swiss brochure binding, make the book an appealing design object. A very light uncoated paper was used for the inside, which emphasizes the unpretentious character of the publication. The design of »PUMA - The Graphic Heritage« has been nominated for the European Design Award 2024.