STUDIO NEWWORK designed a JAPAN country logotype for ASICS. A bold yet restless JAPAN logo is designed to harmonize with the ASICS logo and the corporate typeface, Helvetica Neue Oblique.
It's impossible to describe Japan and Japanese culture in a few words, however we chose “Precision + Minimalism” as one of the concepts for designing this logo since Japan is a country where trains are always on time, and its culture is traditionally simple and true.
Sport can change the world, and ASICS always pushes further for the best. ASICS sportswear is for all athletes who strive and sweat towards their goals. The logo is a symbol of the ASICS's brand concept “True Sport Performance" and it was created to express toughness and speed.
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