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Editorial Design for PUMA’s Graphic Heritage by vista - D1S1 Design Spotlight

Studio: vista

Client: PUMA SE

Work: Editorial

Industry: Sports

Editorial Design for PUMA’s Graphic Heritage

Vista created a 300-page anniversary book tracing PUMA’s visual evolution from 1948 to the present through around 1,000 archival images. The modular, chronologically structured publication uses chapter colors, special-print and blind-embossed cover details, and Swiss binding to turn the brand archive into a collectible design object.

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Tags: Archival, Chronological, Embossed, Ephemera, Modular, Sportswear

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The article presents an excerpt from Taschen’s book *The Elements of Brand Design* by Katharina Sussek and Jens Müller of Vista studio. It traces the evolution of modern brand design from early industrial-era symbols to contemporary corporate identities, highlighting milestones from AEG and Olivetti to IBM and Instagram. The piece contextualizes how design has shaped brand recognition and identity across history.
VistaAuge DesignUntitled MacaoAEGOlivettieditorial

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