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From Five Letters To an Entire Alphabet

Dec 2. 2016

We joined forces with Bruce Mau Design to expand the iconic logotype into a complete bespoke typography that powers the ASICS Tiger brand.


Ever since Herb Lubalin and Alan Peckolick designed the ASICS logotype back in 1977 it has been an icon. One that creates instant recognition and carries great brand power.

ASICS Tiger wanted a unique typeface that harnessed this power and created brand recognisability in all touch points. From retail experience, packaging to advertising and promotion in various media.

Together with Bruce Mau Design, we created a bespoke typeface based on the graphic qualities and sporty expression of Lubalin’s work. The result is an expressive and energetic sans serif geometric typeface suitable for many different purposes. Whether blown up in big letters on the Osaka flagship storefront or set in small cases on a shoe box leaflet.

Creative Director at Bruce Mau Design, Laura Stein comments, “We loved the original logo created by Herb Lubalin and commissioned a typeface from Kontrapunkt based on those letter forms that could be used as a display face. It’s really expressive and unique to them and provides a consistent backdrop in our wild posting inspired layouts.”

Our work with Bruce Mau Design and ASICS Tiger was unveiled at the opening of the ASICS Tiger’s flagship store in Osaka, Japan.

Check out our case study for more.