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

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

BMD redefines ASICS' identity by applying contemporary design to a heritage brand
contemporary design is applied to a heritage brand, conveying a cultural and emotional message to consumers

BMD redefines ASICS' identity by applying contemporary design to a heritage brand
the contemporary design has been applied also to the store retail displays

BMD redefines ASICS' identity by applying contemporary design to a heritage brand
BMD has also helped to position ASICS as a lifestyle athletic brand, staying true to its core performance heritage

BMD redefines ASICS' identity by applying contemporary design to a heritage brand
BMD and ASICS explore new ways to express the brand

BMD redefines ASICS' identity by applying contemporary design to a heritage brand
BMD worked across all touchpoints on the project

BMD redefines ASICS' identity by applying contemporary design to a heritage brand
including core packaging guidelines, graphic and photographic language, a footwear style guide and brand book 

BMD redefines ASICS' identity by applying contemporary design to a heritage brand
a custom typeface developed in collaboration with kontrapunkt

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