News / Graphic Design

The Asics rebrand by Bruce Mau Design aims to convey “joy and positivity”

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Bruce Mau Design has completed a global brand redesign for sportswear company Asics. The project covers packaging guidelines, graphic and photographic language, a footwear style guide, brand book and a custom typeface developed in collaboration with Kontrapunkt. The redesign, which was developed over two years in partnership with the team at Asics, retains the historic spiral logo and seeks to “position Asics as a lifestyle athletic brand while still staying true to its core performance heritage”.

“The new identity and brand system are inspired by the joy and positivity that sports bring to all aspects of life, as well as by the galvanising spirit of the athletes who drive the energy of ASICS,” says the agency. “The global brand refresh redefines how contemporary design can be applied to a heritage brand to convey a cultural and emotional message to consumers.”

The rebrand was launched to coincide with the 2017 International Association of Athletics Federation World Championships in London this week alongside a new ad campaign titled I Move Me.

Bruce Mau Design has previously worked with Asics Tiger on a rebrand project in 2016.

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Bruce Mau Design: Asics

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Bruce Mau Design: Asics

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Bruce Mau Design: Asics

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Bruce Mau Design: Asics

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Bruce Mau Design: Asics

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Bruce Mau Design: Asics

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Bruce Mau Design: Asics

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Bruce Mau Design: Asics

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Bruce Mau Design: Asics