ASICS Tiger Teams With Peckolick and BMD For New Identity

Legendary graphic designer Alan Peckolick has worked with ASICS to develop a new “ASICS Tiger” brand logo. Complementing the original 1977 logo used when ASICS was founded, the new logo adds the word “TiGER” in similar typography. The first product campaign to use the the new design will be Chameleoid Mesh, and the introduction also coincides with the first ASICS Tiger retail store which is opening in Osaka, Japan. The ASICS company markets sports and lifestyle shoes and apparel under three brands — ASICS, Onitsuka Tiger, and ASICS Tiger.


Alan Peckolick is a graphic designer, artist, and photographer born in New York in 1940. His works are influenced by historical signage and lettering, and his work is especially famous for its typography. He became assistant to Herb Lubalin and later his partner in their venture Lubalin, Peckolick Associates. Lubalin and Peckolick designed the original ASICS corporate trademark.



Also involved in the project is Bruce Mau Design (BMD), which developed a global brand identity system to implement across retail, digital, and print points. The new brand identity “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 applied through the use of bold 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.