Focus On: ASICS Rebrand

Leading sportswear brand ASICS has a new identity, courtesy of Bruce Mau Design. We discuss whether the design makes the cut...

“Bruce Mau Design (BMD) worked closely with ASICS to explore new ways to express the brand, and rethink core elements – while still using its iconic Spiral logo. The studio also helped 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.