Bruce Mau Design

Evolving the heritage for a leading sports lifestyle brand

ASICS Tiger: Evolving the heritage for a leading sports lifestyle brand

After working closely with ASICS on previous brand projects, BMD was asked to work on the ASICS Tiger brand - a platform for contemporary sports lifestyle, inspired by the company's iconic designs of the 70s, 80s and 90s.

Expanding upon the ASICS seminal logo, the new brand identity for ASICS Tiger acts as a link between the label’s heritage and contemporary culture.

The brand system is inspired by overlapping wild postings on the streets, and is 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.

We considered how the ASICS Tiger brand comes to life in retail environments, and designed key brand elements for the launch concept store in Osaka. These feature elements have formed the core retail package, as ASICS Tiger continues to roll out across stores globally.

This new identity gives a new life to the brand’s most iconic visual assets, and asserts ASICS Tiger as the leader in sports lifestyle.

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Expanding upon the ASICS seminal logo, the ASICS Tiger brand identity acts as a link between the label’s heritage and contemporary culture.

We considered how the ASICS Tiger brand comes to life in retail environments, and designed key brand elements for the launch concept store in Osaka.