Puma is a German firm known worldwide due to the characteristic puma emblem. Traditionally, the emblem is black but it is very frequent to see it in red. The emblem represents the values of the company who projects sagacity, force, character, initiative. It exactly transmits the four pillars of the firm: passion, frankness, trust and entrepreneurship. A brand who values the strength the things are made with, how to convey the inner thoughts and who defines itself open to users' opinions, the trust in one's skills and entrepreneurship.