New Logo and Identity for ASICS Tiger by Alan Peckolick and Bruce Mau Design

Launched in 2015 ASICS Tiger is a sports and lifestyle shoe and apparel brand from parent company ASICS Corporation, that also manages the sister consumer brands of ASICS and Onitsuka Tiger. (The press release mentions it was RE-launched but I couldn’t exactly figure out when before the ASICS Tiger brand existed as a combined product and I’m not up to snuff on sneaker history.) ASICS Tiger builds on the legacy of the two names, dating back to the 1950s and 60s, but with a contemporary spin and technology. To coincide with the opening of the first ASICS Tiger store, located in Osaka, Japan, the brand introduced a new logo designed by New York, NY-based Alan Peckolick — who, along with Herb Lubalin, designed the original ASICS logo — and identity designed by Toronto,