Asics Tiger

Revitalising an Icon

With respect for the original ASICS logo, Kontrapunkt was commissioned to design a typeface based on those letterforms, which could be used as a typeface for displays. In collaboration with Bruce Mau Design, we created a unique brand typeface for ASICS Tiger to use worldwide.
Project

Client: Asics Tiger
Year: 2016
Industry: Lifestyle, Sporting goods & fashion

Deliverables

Retail Design

Crouching Tiger

In close collaboration with Bruce Mau Design, we created a unique brand typeface for ASICS Tiger. Based on the immediate recognisability of Lubalin’s and Peckolick's iconic work, it builds on the characteristic features, graphic qualities and sporty expression of the five letters of ASICS.

“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.”
Laura Stein, Creative Director at Bruce Mau Design

Asics Tiger
The bespoke typeface is as expressive and energetic as the iconic sports brand itself

A Defining Brand Element

The typeface safeguards the expression of the original Herb Lubalin logotype design. Whether it adorns the Osaka flagship store in gigantic letters or printed in small cases on a shoe box leaflet, it is a defining brand element.

Brand design and implementation by Bruce Mau Design. All images below appear under courtesy of Bruce Mau Design and ASICS Tiger.

Torsten Lindsø Andersen

Head of Type Design

Reach out to Torsten to learn more about this project or how we can help you.