ABOUT
The ASICS Tiger brand relaunched in 2015 as a platform for contemporary sports lifestyle inspired by the company’s iconic designs of the 1970s to 1990s. BMD developed a global brand identity system to implement across retail, digital, and print points.
Expanding from ASICS’ seminal logo, this 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 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.
The identity gives new life to the brand’s most iconic visual assets and asserts ASICS Tiger as the leader in sports lifestyle.
Back to ASICS Tiger project
Ferdinand Van As
Art Director, Van Achen Design
France
Samira Deb
Conceptual artist & independent art director, sdebbah studio
Estonia
Elisabeth Grosse aka LIZITA
Graphic Designer
United Kingdom
Iggy Kos
Creative Director
Thailand
Max
Freelance Designer
United Kingdom
Oliver Keane
Motion Graphics Designer, Freelance
United States
Ketherin Jonsson
Fashion Stylist, New York Clinical Skills Prep
United States
Andre Van Dyk
Global Design Director
South Africa
Dave
Freelance, Dave Legion
United Kingdom
OJO PRODUCCIONES
Colombia