Expanding from ASICS’ seminal logo, this new brand identity acts as a link between the label’s heritage and contemporary culture. Just like the shoes and products, the core brand idea is about ‘heritage evolved’. The brand system is inspired by overlapping wild postings on the streets and applied through the use of bold brand photography layered over large-scale type. We developed a new typeface that merges the geometry of the ASICS logo with updated typographical components, creating a voice that references the past while being distinctly contemporary.

The design leverages the iconic logo, originally designed by Herb Lubalin, and transforms it into a custom typeface for the brand. The typeface contains multiple designs for each character — some inspired by the ‘heritage’ forms of the logo, other by more contemporary ‘evolved’ forms — to give designers the ability to always find the right balance between heritage and evolution. The identity system is inspired by the streets; overlapping wildpostings, grey concrete, yellow lines, and oversized type.

The identity is currently being rolled-out globally across all brand touchpoints, including: advertising, retail, apparel, packaging, digital.

The new global brand identity system is being implemented globally across all touchpoints, including: retail, digital, packaging, apparel, and communications. The identity gives new life to the brand’s most iconic visual assets and re-asserts ASICS Tiger as the leader in sports lifestyle.