Brand Identity for ASICS Tiger

Bruce Mau Design (BMD) created a new identity for ASICS Tiger, the sports-lifestyle label drawing on ASICS designs from the 1970s through 1990s. Working with Kontrapunkt, BMD developed a custom typeface that combines the geometry of the ASICS logo with updated typographic components. The system uses bold photography layered with large-scale type and takes inspiration from overlapping street postings; BMD also designed key retail elements for the Osaka launch concept store and a retail package including water bottles.

Set in a custom typeface