Design firm Bruce Mau Design (BMD), has revealed a new brand identity for ASICS Tiger with the aim of bringing a contemporary take on the company’s logo. BMD developed a global brand identity system to implement across retail, digital, and print points.
“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,” says Laura Stein, creative director for the project.
“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,” adds Hunter Tura, president and CEO of BMD.
Expanding from ASICS’ famous logo, the new brand identity is meant to serve as a link between the label’s heritage and contemporary culture.
The identity revolves around a custom font, designed by Copenhagen-based Kontrapunkt. The font compliments the language of the ASICS wordmark using a full set of funky characters that mix condensed structures with full circles for the “O” and “Q”. In addition, The Roman numerals are a fun twist.
Bruce Mau Design (BMD)