Bruce Mau Design (BMD) just lately labored with ASICS to seek out new methods to specific the model and rethink core components whereas nonetheless utilizing the acquainted Spiral brand. One aim of the venture was to place ASICS as a way of life athletic model whereas staying true to its efficiency heritage.



The brand new id and model system, says the design agency, “are impressed by the enjoyment and positivity that sports activities convey to all elements of life, in addition to by the galvanizing spirit of the athletes who drive the vitality of ASICS.” BMD labored throughout all touchpoints together with core packaging pointers, graphic and photographic language, a footwear fashion information, a model e book, and a customized typeface developed in collaboration with Kontrapunkt.




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