Explore the iconic Asics logo – its design, history, and visual identity.
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Key information about Asics: origin, designer, industry, and logo introduction year.
| Website | asics.com |
| Country | Japan |
| Industry | Apparel |
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The ASICS logo features a distinctive lowercase, italicized wordmark with elegant connecting strokes that create visual flow, paired with the iconic asymmetric stripe mark that appears on footwear and apparel.
The wordmark, designed by legendary typographer Herb Lubalin and Alan Peckolick in 1977, balances geometric precision with organic fluidity. The lowercase letters lean forward in a unified slant that suggests forward motion and athletic momentum. The connecting strokes between letters create an unbroken visual rhythm, while square terminals and careful geometric relationships ensure clarity and structural integrity. The result is a logo that feels both technical and artistic, reflecting Japanese design principles of refinement and attention to detail.
The asymmetric stripe pattern that appears on ASICS footwear complements the wordmark without competing with it. These dynamic diagonal lines suggest speed and movement while providing instant brand recognition on products. The navy blue colorway communicates professionalism and technical expertise, positioning ASICS in the premium performance footwear market alongside competitors like Brooks and Mizuno.
ASICS formed in 1977 through the merger of three Japanese sporting goods companies: Onitsuka, GTO, and Jelenk. The founder, Kihachiro Onitsuka, had established Onitsuka Tiger in 1949 with a mission to promote youth health through sports. The company name ASICS came from the Latin phrase “Anima Sana In Corpore Sano,” embodying a philosophy of holistic athletic development.
The logo creation process began with a design competition won by Japanese studio PAOS. Recognizing the need for international credibility, PAOS brought in Herb Lubalin, one of America’s most celebrated typographers, known for work including the ITC Avant Garde typeface. Lubalin and Alan Peckolick created seventeen initial concepts ranging from technical to avant-garde, ultimately refining two finalists that balanced geometric modernism with artistic fluidity.
The selected design demonstrated remarkable versatility through its development potential. Lubalin and Peckolick created multiple variations including solid, knockout, outlined, and lined versions to ensure the logo functioned across diverse applications from embroidery to screen printing. The italic lowercase styling was unconventional for sports brands in the 1970s, when most competitors used bold, uppercase presentations. This distinctive choice helped ASICS establish immediate visual differentiation.
The ASICS wordmark employs a custom italic typeface with lowercase letters that lean approximately 15 degrees from vertical. The letters feature consistent stroke weight and generous spacing that maintains legibility even at small scales. Square terminals rather than rounded caps provide a technical, engineered quality that reinforces the brand’s focus on biomechanical research and performance innovation. The geometric relationships between letters, particularly the right-angle connection between the “s” and “i,” create visual cohesion that makes the wordmark function as a unified symbol rather than individual letters.
Q: What does ASICS stand for? A: ASICS is an acronym for the Latin phrase “Anima Sana In Corpore Sano,” which translates to “a sound mind in a sound body.” This philosophy reflects founder Kihachiro Onitsuka’s belief that sports contribute to overall wellness beyond physical fitness.
Q: Who designed the ASICS logo? A: Legendary American typographer Herb Lubalin, working with Alan Peckolick, designed the ASICS wordmark in 1977. Japanese design studio PAOS won the original competition and brought in Lubalin to provide international design expertise as the brand expanded globally.
Q: Why does ASICS use lowercase letters when most sports brands use uppercase? A: The lowercase italic style was an intentional choice to differentiate ASICS from competitors in the 1970s who favored bold, uppercase presentations. The lowercase letters project modern sophistication and forward motion while maintaining the technical precision expected from a Japanese engineering-focused brand.
The Asics logo represents a apparel brand from Japan. Learn more on the official Asics website.
