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.
- It’s Nice That and Camden Council host evening of talks by LGBTQ creatives
- Michael Marcelle’s photography is “like a broken funhouse mirror in a gay haunted house”
- Books From The Future's experimentally collaborative and investigative publishing
- Issue four of Beauty Papers screws the formula of beauty, giving it a “brave new face”
- Molly Matalon shoots a fashion editorial in the desert, and things get brotherly
- Laura Callaghan on illustrating a lifestyle where women make all decisions
- Peter Funch has photographed the same people on the same street for nine years
- North reveals full Science Museum rebrand, and reacts to online criticism
- GraphicDesign& outline three projects that successfully support and impact mental wellbeing
- Dove apologises and removes advert showing a black woman becoming a white woman
- Apple announces launch of gender neutral emojis
- “It needed to be functional, a workhorse”: Arket’s in-house team on its brand identity