History and Evolution of the Logo
Los Pumas of Argentina, the national rugby team, have had a distinctive logo over the years. The image of the puma is used to convey qualities such as strength, agility, and determination, essential characteristics for a rugby team.
Here’s a brief overview of the logo’s history:
1- 1960s-1970s: In the early years of the team, the Los Pumas logo featured a stylized puma, often with detailed and expressive features. This design aimed to convey the strength and agility associated with the feline.
2- 1980s: In this decade, there was a transition to a more simplified and stylized design. Facial and bodily details were reduced, focusing on a more abstract representation of the puma.
3- 1990s: As time progressed, the Los Pumas logo continued its process of simplification. The puma figure became more stylized and modern. The goal was to create a design that was easily recognizable and worked well in various applications, such as uniforms, merchandise, and digital media.
Current logo:
In 2023, Los Pumas have unveiled an innovative new logo that dispenses with the acronym and shield of the Argentine Rugby Union (UAR). This new identity adopts the image of a spotless feline, marking a significant change by abandoning the iconic representation of the jaguar that has been a symbol on their jerseys since the 1960s.
Analyzing the various designs throughout history, the starting point was established as the puma symbol that could be seen on the national team’s jersey in the 1970s.
“According to information shared on social media: ‘Starting today, the UAR has its new emblem that identifies it, and Los Pumas, as a brand in itself, present a new symbol that emerges from the history of the national team itself.’
The renewed image of the UAR features an exclusive typographic design with letters framed by an oval shape, symbolizing the rugby ball. This new identity will continue to appear on the jerseys, now positioned on the right side and no longer sharing space with the feline.”
On the other hand, the Nike logo, the brand that dresses the team, will be moved to the center of the chest.
During the presentation of the new logo, Travaglini highlighted the growth of the Argentine Rugby Union in various aspects, not only in the sports field but also in platforms, teams, development, and communication. This change of identity reflects this progress.
The new image of Los Pumas will also extend to Pumitas and Pumas Seven. However, Las Yaguaretés, the women’s team, will maintain its connection with the feline that inspires its name, albeit with a form more similar to that of the new puma.
