• by Amy Corr  @MediaPostOTL, November 22, 2016

Bruce Mau Design (BMD) created a new brand identity for ASICS Tiger. Expanding from ASICS' logo, the new brand identity serves as a link between the label's heritage and contemporary culture.

BMD worked with Kontrapunkt to develop a new typeface that combines the geometry of the ASICS logo with updated typographical components. The look will be rolled out globally across retail, digital and print components.

"We wanted to evolve the core of the brand's heritage. To achieve this, we designed a bold graphic type that can be broken apart and layered over images," said Laura Stein, creative director for BMD.