Asics

📋 1 Guidelines

🔗 Connections

Sector

Fashion Footwear

Region

Japan

Guideline Year

2017

Language

English

Tags

Featured Sport

Official Websites

Brand Guidelines

2017

Categories

Brand Voice
  • Sunny optimism: bright, uplifting, positive. Insightful: deep knowledge of real people, puts technology in context of real life needs and usage. Genuine/Authentic: human, honest, accessible.
Brand Imagery
  • Try to embrace open spaces and unexpected placements -this will give the feeling of motion.
  • ASICS photography can be placed in flexible orientations while always keeping to a right angle.
  • Note 1: ASICS photography should be placed at right angles. Note 2: Please check the local law for photography orientations
  • Placement Tips -Unexpected Cropping -Flexible Orientation
  • ASICS Typeface x Image
  • ASICS Pattern x Image
  • Photography x ASICS Typeface
Color Palette
  • ASICS Blue is the primary brand color. When using brand colors, be sure to use the appropriate color format to maintain brand consistency across mediums.
  • ASICS BLUE Pantone 2758C / 2758U C 100 R 0 M 95 G 30 Y 5 B 98 K 39 HTML 001E62
  • ASICS LIGHT BLUE Pantone 2199C / 2199U C 77 R 0 M 0 G 187 Y 16 B 220 K 0 HTML 00BBDC
  • ASICS LIGHT GREEN Pantone 389C / 389U C 21 R 208 M 0 G 223 Y 85 B 0 K 0 HTML D0DF00
  • ASICS CORAL Pantone 1785C / 1785U C 0 R 248 M 76 G 72 Y 54 B 94 K 0 HTML F8485E
  • ASICS secondary colors have been selected to compliment the primary blue, and reflect the optimism and positive energy of the brand.
  • Pantone 3275C / 3275U C 90 M 0 Y 52 K 0 HTML 00B398
  • Pantone 2592C / 2592U C 58 R 155 M 90 G 38 Y 0 B 182 K 0 HTML 9B26B6
  • In addition to the primary and secondary colors, ASICS has a tertiary color palette that can be used as accent colors. Note: Note, these colors should rarely, if ever, be used as the dominant color in any application.
  • Beyond the core ASICS color palette, unique colors may be used for specific products, collections or campaigns. Note: These colors should only be used in communications for the specific products, collections, or campaigns for which they were developed.
  • The ASICS brand colors were selected and designed to be used in combination with each other. These combinations bring energy to our compositions and make ASICS stand out from our competitors.
  • Use these color combinations for corporate applications.
  • Below the diagram illustrates an overview of preferred colour ratios. ASICS primary and secondary colors are used largely, and tertiary colors are used as accents.
Typography
  • NOTE: In most cases, the type should be set in uppercase.
  • The ASICS Typeface is one of the core graphic elements of the ASICS visual identity system. The typeface was designed specifically for ASICS to communicate in its unique tone of voice. The ASICS Typeface Regular is best used for large and medium scale headlines.
  • The ASICS Typeface Light has high energy and precise details. The typeface is mainly used for technology features ASICS owns (See page 34 in ASICS Brand Architecture guidelines).
  • ASICS Typeface Bold should be used sparingly to maintain its visual impact when used. Avoid combining the bold and regular weights.
  • The Graphik typeface should be used to support the primary ASICS typeface to provide contrast, clarity, and greater readability for longer copy. In use, it should appear significantly smaller than the ASICS Typeface.
  • Note: When you do not have access to Graphik, Arial (system font for mac and window) should be used as alternative.
  • Hiragino Sans should be used as the Japanese supporting typeface. It is to be used the same way Graphik is in Latin. It is a widely available typeface (Mac OS system fonts) and a good counterpart to Graphik.
  • Note: When you do not have access to Graphik, MS P Gothic (system font for mac and window) should be used as alternative.
  • In bilingual texts, Hiragino should be 90% smaller than Graphik and on the same baseline to maintain a similar appearance.
  • Note: If for technical reasons Hiragino Sans cannot be used, please use MS P Gothic as a system alternate.
  • The ASICS Typeface was designed to be read at large sizes. Like the Oversized ASICS Spiral, large type pushes the boundaries of the canvas and communicates ASICS’s boundless energy.
  • Words can stretch beyond the artboard, but not at the cost of legibility.
  • The ASICS typeface can be placed in flexible orientations.
  • Note, The ASICS Typeface should only be placed at right angles. See page 60 for example.
  • The Graphik typeface family is used for body copy and detailed information at small sizes.
  • ASICS Typeface
  • The Graphik typeface should be used to provide clarity and greater readability for longer copy.
Logo Usage
  • The ASICS Brand Mark is the primary logo for all communications. Though it is rarely used at a large scale, it should be used the most often.
  • When ASICS is typed in text, it should be in all capital letters.
  • The ASICS Spiral is not a brand mark. In most cases it must be used in tandem with the primary ASICS Brand Mark. Refer to Section 2 Layout (page 57) for examples.
  • The Graphic ASICS Spiral should be maximized in the canvas while respecting margins.
  • ASICS Spiral must be within document margin.
  • In most layouts, the Graphic ASICS Spiral must be used in tandem with a smaller, supporting ASICS Brand Mark. See more details in Layout Principle section in this guidelines (page 57).
  • ASICS Brand Mark is rarely used in large size in a layout.
  • To avoid the feeling of a repeated logo, the Graphic ASICS Spiral should always be placed, at minimum, 5x the size of the ASICS Brand Mark.
  • This is applied when the ASICS Brand Mark and ASICS Spiral are on the same layout
  • To maintain legibility, do not place the ASICS brand mark and the ASICS spiral at a height of less than 8 mm when used in print and 22 px when used on screen.
  • Be sure to maintain a sufficient amount of clear space around the logo to maintain its integrity. The diagram below illustrates the minimum amount of clear space around the ASICS brand mark.
  • When creating a category lock-up use the following placement and proportions.
  • The category lock-ups should be designed to support the ASICS Brand Mark. Do not use additional styles or graphics when creating the lock-ups.
  • When creating a partner or sponsorship lock-up, use the following placement and proportions.
  • The ASICS and partner logo should have similar visual impact. You may adjust the logo sizes to achieve this, but you must maintain the specified spacing.
  • It is extremely important to present the ASICS brand mark with a consistent image to maintain its appeal and value. The ASICS brand mark should always be used correctly to avoid loss of brand equity. Improper presentation can reduce the brand image’s impact, lower brand value.
  • To firmly establish the ASICS brand identity, be careful to use the ASICS brand mark correctly, referring to the examples of prohibited use on the right.
  • Never modify the brand mark
  • Do not display in more than one color
  • Do not display the brand mark without ensuring a sufficient contrast against the background
  • Do not separate ASICS Spiral from wordmark while maintaining the same scale.
  • Do not add any visual effects on the brand mark
  • Do not use the spiral alone. It should always be paired with the ASICS wordmark.
  • Do not rotate the ASICS Spiral
  • Do not add any visual effects on the ASICS Spiral.
  • Do not add any graphics on the ASICS Spiral.
  • Do not invert the ASICS Spiral
  • Never modify the ASICS Spiral.
Tone And Messaging
  • Sunny optimism: bright, uplifting, positive.
  • Insightful: deep knowledge of real people, puts technology in context of real life needs and usage.
  • Genuine/Authentic: human, honest, accessible.
Brand Values
  • WHO WE ARE A sports performance brand born to inspire hope and purpose.
  • OUR UNIQUE BELIEF A sound mind and a sound body are essential for the journey of life.
  • OUR PROMISE To continuously provide goods and services to improve society and empower people through sport. (*Sport creates hope.)
  • OUR VISION Create quality lifestyle through intelligent sport technology.
  • OUR TONE Sunny optimism: bright, uplifting, positive. Insightful: deep knowledge of real people, puts technology in context of real life needs and usage. Genuine/Authentic: human, honest, accessible.
Visual Style
  • To maintain legibility, do not place the ASICS brand mark and the ASICS spiral at a height of less than 8 mm when used in print and 22 px when used on screen.
  • Be sure to maintain a sufficient amount of clear space around the logo to maintain its integrity. The diagram below illustrates the minimum amount of clear space around the ASICS brand mark.
  • When creating a category lock-up use the following placement and proportions. The category lock-ups should be designed to support the ASICS Brand Mark. Do not use additional styles or graphics when creating the lock-ups.
  • When creating a partner or sponsorship lock-up, use the following placement and proportions. The ASICS and partner logo should have similar visual impact. You may adjust the logo sizes to achieve this, but you must maintain the specified spacing.
  • It is extremely important to present the ASICS brand mark with a consistent image to maintain its appeal and value. The ASICS brand mark should always be used correctly to avoid loss of brand equity. Improper presentation can reduce the brand image’s impact, lower brand value.
  • Never modify the brand mark. Do not display in more than one color. Do not display the brand mark without ensuring a sufficient contrast against the background. Do not separate ASICS Spiral from wordmark while maintaining the same scale. Do not add any visual effects on the brand mark.
  • Do not use the spiral alone. It should always be paired with the ASICS wordmark. Do not rotate the ASICS Spiral. Do not add any visual effects on the ASICS Spiral. Do not add any graphics on the ASICS Spiral. Do not invert the ASICS Spiral. Never modify the ASICS Spiral.
  • ASICS Blue is the primary brand color. When using brand colors, be sure to use the appropriate color format to maintain brand consistency across mediums.
  • ASICS secondary colors have been selected to compliment the primary blue, and reflect the optimism and positive energy of the brand.
  • Pantone 2758C / 2758U C 100 R 0 M 95 G 30 Y 5 B 98 K 39 HTML 001E62
  • Pantone 2199C / 2199U C 77 R 0 M 0 G 187 Y 16 B 220 K 0 HTML 00BBDC
  • Pantone 389C / 389U C 21 R 208 M 0 G 223 Y 85 B 0 K 0 HTML D0DF00
  • Pantone 1785C / 1785U C 0 R 248 M 76 G 72 Y 54 B 94 K 0 HTML F8485E
  • Pantone 3275C / 3275U C 90 M 0 Y 52 K 0 HTML 00B398
  • Pantone 2592C / 2592U C 58 R 155 M 90 G 38 Y 0 B 182 K 0 HTML 9B26B6
  • In addition to the primary and secondary colors, ASICS has a tertiary color palette that can be used as accent colors. Note: Note, these colors should rarely, if ever, be used as the dominant color in any application.
  • Beyond the core ASICS color palette, unique colors may be used for specific products, collections or campaigns. Note: These colors should only be used in communications for the specific products, collections, or campaigns for which they were developed.
  • The ASICS brand colors were selected and designed to be used in combination with each other. These combinations bring energy to our compositions and make ASICS stand out from our competitors.
  • Below the diagram illustrates an overview of preferred colour ratios. ASICS primary and secondary colors are used largely, and tertiary colors are used as accents.
  • The ASICS Typeface is one of the core graphic elements of the ASICS visual identity system. The typeface was designed specifically for ASICS to communicate in its unique tone of voice. The ASICS Typeface Regular is best used for large and medium scale headlines.
  • ASICS Typeface Bold should be used sparingly to maintain its visual impact when used. Avoid combining the bold and regular weights.
  • The Graphik typeface should be used to support the primary ASICS typeface to provide contrast, clarity, and greater readability for longer copy. In use, it should appear significantly smaller than the ASICS Typeface.
  • Hiragino Sans should be used as the Japanese supporting typeface. It is to be used the same way Graphik is in Latin. It is a widely available typeface (Mac OS system fonts) and a good counterpart to Graphik.
  • In bilingual texts, Hiragino should be 90% smaller than Graphik and on the same baseline to maintain a similar appearance.
  • The ASICS Typeface was designed to be read at large sizes. Like the Oversized ASICS Spiral, large type pushes the boundaries of the canvas and communicates ASICS’s boundless energy.
  • The ASICS typeface can be placed in flexible orientations.
  • ASICS patterns give depth to our visual toolkit -they allow us to express the dynamism of sport in cases where text and photography may not be possible. Used as part of the overall brand system, our patterns are an effective way to communicate the energy and precision of the ASICS brand while also providing variety and texture to visual communications.
  • Our patterns are based on a shared isometric grid, which allows for consistency across the diverse patterns while communicating both precision and movement. The weight and style have been developed to compliment the typography and communicate movement and technical precision without relying on language.
  • Expressive patterns are used to communicate the energy of the ASICS visual identity without having to rely on text or imagery.
  • Expressive patterns are designed to be used at large scales, like the Oversized ASICS Spiral and Typeface.
  • Line thickness should be consistent within applications.
  • Technology patterns are designed to be used at smaller scales - much like the Graphik typeface family.
  • The ASICS visual identity system is meant to reflect the energy, dynamism, and movement that is core to the ASICS brand. Our designs should reflect that philosophy.
  • Try to embrace open spaces and unexpected placements -this will give the feeling of motion.
  • ASICS photography can be placed in flexible orientations while always keeping to a right angle.
  • ASICS photography should be placed at right angles.
  • When creating graphic elements for specialized products, service or events you may extend the visual identity while remaining true to the system.
  • Custom graphics may be developed to support unique visual elements on ASICS products.
  • Custom graphics may be developed in support of community events, such as city marathons.
  • Every piece we design begins with a grid. This allows us to organize graphic elements consistently across communications.
  • The placement of ASICS Brand Mark in compositions is flexible. As the diagram below illustrates, the ASICS Brand Mark can be placed in any of the four corners of a layout. In cases where that is not possible, the Brand Mark can be placed at the top or bottom center.
  • Our layouts should communicate a maximum amount of positive energy.
  • Always choose and enlarge ONE large size graphic element per artboard.
  • The ASICS Brand Mark must be placed in a corner and at a reduced size in all communications.
  • The Graphik typeface family is used for body copy and detailed information at small sizes.
  • ASICS products are designed to be in motion. The ASICS visual identity should feel as though it too is in movement. Avoid rigid layouts and embrace open space and unexpected placement.
  • The feeling of movement is created using combinations of our four main graphic elements.
  • Keep layouts simple, clear, and bright.
  • Always try to simplify content and emphasize the color background in design layouts.
Layout And Composition
  • Every piece we design begins with a grid. This allows us to organize graphic elements consistently across communications.
  • Size: A4 Margin = 2xGutter 12 Columns x 15 Rows
  • The placement of ASICS Brand Mark in compositions is flexible. As the diagram below illustrates, the ASICS Brand Mark can be placed in any of the four corners of a layout. In cases where that is not possible, the Brand Mark can be placed at the top or bottom center.
  • Our layouts should communicate a maximum amount of positive energy.
  • Always choose and enlarge ONE large size graphic element per artboard.
  • The ASICS Brand Mark must be placed in a corner and at a reduced size in all communications.
  • The Graphik typeface family is used for body copy and detailed information at small sizes.
  • ASICS products are designed to be in motion. The ASICS visual identity should feel as though it too is in movement. Avoid rigid layouts and embrace open space and unexpected placement.
  • The feeling of movement is created using combinations of our four main graphic elements.
  • Keep layouts simple, clear, and bright.
  • Always try to simplify content and emphasize the color background in design layouts.
Brand Architecture
  • The ASICS Typeface Light has high energy and precise details. The typeface is mainly used for technology features ASICS owns (See page 34 in ASICS Brand Architecture guidelines).
  • In bilingual texts, Hiragino should be 90% smaller than Graphik and on the same baseline to maintain a similar appearance.
  • Note: If for technical reasons Hiragino Sans cannot be used, please use MS P Gothic as a system alternate.
Digital Guidelines
  • To maintain legibility, do not place the ASICS brand mark and the ASICS spiral at a height of less than 8 mm when used in print and 22 px when used on screen.
  • Be sure to maintain a sufficient amount of clear space around the logo to maintain its integrity. The diagram below illustrates the minimum amount of clear space around the ASICS brand mark.
  • ASICS Blue is the primary brand color. When using brand colors, be sure to use the appropriate color format to maintain brand consistency across mediums.
  • ASICS BLUE Pantone 2758C / 2758U C 100 R 0 M 95 G 30 Y 5 B 98 K 39 HTML 001E62
  • ASICS LIGHT BLUE Pantone 2199C / 2199U C 77 R 0 M 0 G 187 Y 16 B 220 K 0 HTML 00BBDC
  • ASICS LIGHT GREEN Pantone 389C / 389U C 21 R 208 M 0 G 223 Y 85 B 0 K 0 HTML D0DF00
  • ASICS CORAL Pantone 1785C / 1785U C 0 R 248 M 76 G 72 Y 54 B 94 K 0 HTML F8485E
  • ASICS secondary colors have been selected to compliment the primary blue, and reflect the optimism and positive energy of the brand.
  • Pantone 3275C / 3275U C 90 M 0 Y 52 K 0 HTML 00B398
  • Pantone 2592C / 2592U C 58 R 155 M 90 G 38 Y 0 B 182 K 0 HTML 9B26B6
  • In addition to the primary and secondary colors, ASICS has a tertiary color palette that can be used as accent colors. Note: Note, these colors should rarely, if ever, be used as the dominant color in any application.
  • Beyond the core ASICS color palette, unique colors may be used for specific products, collections or campaigns.
  • Note: These colors should only be used in communications for the specific products, collections, or campaigns for which they were developed.
  • The ASICS brand colors were selected and designed to be used in combination with each other. These combinations bring energy to our compositions and make ASICS stand out from our competitors.
  • Use these color combinations for corporate applications.
  • Below the diagram illustrates an overview of preferred colour ratios. ASICS primary and secondary colors are used largely, and tertiary colors are used as accents.
  • The ASICS Typeface is one of the core graphic elements of the ASICS visual identity system. The typeface was designed specifically for ASICS to communicate in its unique tone of voice. The ASICS Typeface Regular is best used for large and medium scale headlines.
  • In most cases, the type should be set in uppercase.
  • The ASICS Typeface Light has high energy and precise details. The typeface is mainly used for technology features ASICS owns (See page 34 in ASICS Brand Architecture guidelines).
  • ASICS Typeface Bold should be used sparingly to maintain its visual impact when used. Avoid combining the bold and regular weights.
  • The Graphik typeface should be used to support the primary ASICS typeface to provide contrast, clarity, and greater readability for longer copy. In use, it should appear significantly smaller than the ASICS Typeface.
  • Note: When you do not have access to Graphik, Arial (system font for mac and window) should be used as alternative.
  • Hiragino Sans should be used as the Japanese supporting typeface. It is to be used the same way Graphik is in Latin. It is a widely available typeface (Mac OS system fonts) and a good counterpart to Graphik.
  • Note: When you do not have access to Graphik, MS P Gothic (system font for mac and window) should be used as alternative.
  • In bilingual texts, Hiragino should be 90% smaller than Graphik and on the same baseline to maintain a similar appearance.
  • If for technical reasons Hiragino Sans cannot be used, please use MS P Gothic as a system alternate.
  • The ASICS Typeface was designed to be read at large sizes. Like the Oversized ASICS Spiral, large type pushes the boundaries of the canvas and communicates ASICS’s boundless energy.
  • Words can stretch beyond the artboard, but not at the cost of legibility.
  • The ASICS typeface can be placed in flexible orientations.
  • The ASICS Typeface should only be placed at right angles. See page 60 for example.
  • ASICS patterns give depth to our visual toolkit -they allow us to express the dynamism of sport in cases where text and photography may not be possible. Used as part of the overall brand system, our patterns are an effective way to communicate the energy and precision of the ASICS brand while also providing variety and texture to visual communications.
  • Our patterns are based on a shared isometric grid, which allows for consistency across the diverse patterns while communicating both precision and movement. The weight and style have been developed to compliment the typography and communicate movement and technical precision without relying on language.
  • Expressive patterns are used to communicate the energy of the ASICS visual identity without having to rely on text or imagery.
  • Expressive patterns are designed to be used at large scales, like the Oversized ASICS Spiral and Typeface.
  • Line thickness should be consistent within applications.
  • The Technology Patterns can be used to communicate the precision in ASICS technology. The diagram below illustrates minimum size units for the technology pattern construction. With those units as starting points, the pattern may be extended in usage, as illustrated on the right (page 43)
  • Technology patterns are designed to be used at smaller scales - much like the Graphic typeface family.
  • To maintain legibility, do not place the ASICS brand mark and the ASICS spiral at a height of less than 8 mm when used in print and 22 px when used on screen.
  • ASICS Blue is the primary brand color. When using brand colors, be sure to use the appropriate color format to maintain brand consistency across mediums.
  • ASICS BLUE Pantone 2758C / 2758U C 100 R 0 M 95 G 30 Y 5 B 98 K 39 HTML 001E62
  • ASICS LIGHT BLUE Pantone 2199C / 2199U C 77 R 0 M 0 G 187 Y 16 B 220 K 0 HTML 00BBDC
  • ASICS LIGHT GREEN Pantone 389C / 389U C 21 R 208 M 0 G 223 Y 85 B 0 K 0 HTML D0DF00
  • ASICS CORAL Pantone 1785C / 1785U C 0 R 248 M 76 G 72 Y 54 B 94 K 0 HTML F8485E
  • ASICS secondary colors have been selected to compliment the primary blue, and reflect the optimism and positive energy of the brand.
  • Pantone 3275C / 3275U C 90 M 0 Y 52 K 0 HTML 00B398
  • Pantone 2592C / 2592U C 58 R 155 M 90 G 38 Y 0 B 182 K 0 HTML 9B26B6
  • In addition to the primary and secondary colors, ASICS has a tertiary color palette that can be used as accent colors. Note: Note, these colors should rarely, if ever, be used as the dominant color in any application.
  • Beyond the core ASICS color palette, unique colors may be used for specific products, collections or campaigns. Note: These colors should only be used in communications for the specific products, collections, or campaigns for which they were developed.
  • The ASICS brand colors were selected and designed to be used in combination with each other. These combinations bring energy to our compositions and make ASICS stand out from our competitors.
  • Use these color combinations for corporate applications.
  • Below the diagram illustrates an overview of preferred colour ratios. ASICS primary and secondary colors are used largely, and tertiary colors are used as accents.
  • Expressive patterns are designed to be used at large scales, like the Oversized ASICS Spiral and Typeface.
  • Line thickness should be consistent within applications.
  • Technology patterns are designed to be used at smaller scales - much like the Graphic typeface family.
  • When creating a partner or sponsorship lock-up, use the following placement and proportions. The ASICS and partner logo should have similar visual impact. You may adjust the logo sizes to achieve this, but you must maintain the specified spacing.
  • To firmly establish the ASICS brand identity, be careful to use the ASICS brand mark correctly, referring to the examples of prohibited use on the right.
  • Never modify the brand mark Do not display in more than one color Do not display the brand mark without ensuring Do not separate ASICS Spiral from wordmark while main a sufficient contrast against the background the same scale. & Do not add any visual effects on the brand mark
  • Do not use the spiral alone. It should always be paired with the ASICS wordmark. Do not rotate the ASICS Spiral. Do not add any visual effects on the ASICS Spiral. Do not add any graphics on the ASICS Spiral. Do not invert the ASICS Spiral. Never modify the ASICS Spiral.
Naming Conventions
  • NOTE: When ASICS is typed in text, it should be in all capital letters.
  • NOTE: When ASICS is typed in texts, it should be in all capital letters.
Brand Partnerships
  • When creating a partner or sponsorship lock-up, use the following placement and proportions.
  • The ASICS and partner logo should have similar visual impact. You may adjust the logo sizes to achieve this, but you must maintain the specified spacing.
  • Horizontal Lockup Construction
  • Vertical Lockup Construction
  • Note: Sponsor logo size is same as horizontal brand mark lockup
🐛 Report