The logo features a puma, it is a big, predator cat, renowned for its jumps. The elegant hunter was chosen for the emblem because the founder Rudolf Dassler had a nickname Puma during his university years. Dassler believed that his brand mark should reflect the characteristics of the cat: endurance, elegance and flexibility.

The company logo, redesigned after its renaming, prominently features the wildcat. Agility, speed, and liberty are their logo moto. Initially influenced by the founder’s name, it experienced multiple reforms. The initial version has a wildcat leaping through an elongated letter “ D “ within an irregular hexagon.