New Identity for ASICS by Bruce Mau Design

Established in 1949 in Kobe, Japan, ASICS — an acronym for “Anima Sana In Corpore Sano” (A Sound Mind in a Sound Body) — is one of the leading sports shoe, sportswear, and sports equipment companies in the world. While there is a lot to be written as an introduction to ASICS, that pretty much covers it as it’s such a well-known brand. ASICS will begin rolling out a new global identity designed by Toronto, Canada-based 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