Bruce Mau Design develops brand identity for iconic Japanese brand ASICS Tiger

Bruce Mau Design (BMD) has revealed a brand identity for ASICS Tiger that brings a contemporary take on the company’s seminal logo. This new look is based on the brand’s most iconic visual assets, and asserts it as the leader in sports lifestyle.

“We wanted to evolve the core of the brand’s heritage. To achieve this, we designed a bold graphic type that can be broken apart and layered over images,” said Laura Stein, Creative Director for the project.

Hunter Tura, President and CEO of BMD, added: “Conveying the richness of the brand’s heritage beyond nostalgia was a key element to us. Our challenge was to develop a brand identity that references the original legacy and reinforces ASICS Tiger’s global cultural impact."

Expanding from ASICS’ seminal logo, this new brand identity acts as a link between the label’s heritage and contemporary culture. The brand system is inspired by the overlapping wild postings on the streets and applied through the use of bold brand photography layered over large-scale type. BMD worked with Kontrapunkt to develop a new typeface that merges the geometry of the ASICS logo with updated typographical components. This new identity will be rolled out globally across retail, digital, and print points.

Via Creative Boom submission | All images courtesy of BMD


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