Custom Lettering for Puma

Lettering worn by every Puma-outfitted team at the 2010 Africa Cup of Nations

Commercial Type partner Paul Barnes created lettering and numbers for all Puma-outfitted teams at the 2010 Africa Cup of Nations. The work appeared on-pitch when Egypt retained the cup, beating Ghana 1–0, with both squads wearing Puma kits.

Insights

Kit lettering must comply with FIFA and UEFA rules concurrently while remaining distinctive and complementary to the kits.
Characters must stay legible at distance — a core constraint alongside regulatory compliance.