BMD redefines ASICS' identity by applying contemporary design to a heritage brand

BMD has worked closely with footwear and sports equipment company ASICS in exploring new ways to express the brand and rethink core elements, while still using its iconic spiral logo. the design studio has also helped to position ASICS as a lifestyle athletic brand, staying true to its core performance heritage.

BMD explores new ways to express the brand using the iconic spiral logo

the new identity and brand system designed by new york-based BMD are inspired by the joy and positivity that sports bring to all aspects of life, as well as by the exciting spirit of the athletes who drive the energy of ASICS. the global brand redefines how contemporary design can be applied to a heritage brand and convey a cultural and emotional message to consumers.

the new identity is inspired by the joy of sports and the spirit of athletes who drive the energy of ASICS

BMD worked across all touchpoints on the project, including core packaging guidelines, graphic and photographic language, a footwear style guide, a brand book, and a custom typeface developed in collaboration with kontrapunkt.

contemporary design is applied to a heritage brand, conveying a cultural and emotional message to consumers

the contemporary design has been applied also to the store retail displays

BMD has also helped to position ASICS as a lifestyle athletic brand, staying true to its core performance heritage

BMD and ASICS explore new ways to express the brand

BMD worked across all touchpoints on the project

including core packaging guidelines, graphic and photographic language, a footwear style guide and brand book 

a custom typeface developed in collaboration with kontrapunkt

the new identity of the ASICS shoebox and bags

designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.

edited by: apostolos costarangos | designboom