Bruce Mau Design (BMD) recently worked with ASICS to find new ways to express the brand and rethink core elements while still using the familiar Spiral logo. One goal of the project was to position ASICS as a lifestyle athletic brand while staying true to its performance heritage.
The new identity and brand system, says the design firm, “are inspired by the joy and positivity that sports bring to all aspects of life, as well as by the galvanizing spirit of the athletes who drive the energy of ASICS.” BMD worked across all touchpoints including core packaging guidelines, graphic and photographic language, a footwear style guide, a brand book, and a custom typeface developed in collaboration with Kontrapunkt.
