Three yellow t-shirts hang on a black hanger against a matching yellow background with logo of Onitsuka Tiger.

ONITSUKA TIGER

Logo

Fit for the future — refining an established logotype without losing its legacy.

Text graphic featuring "Onitsuka Tiger" in white and yellow on a black background.
Text graphic featuring "Onitsuka Tiger" in white and yellow on a black background.
Text graphic featuring "Onitsuka Tiger" in white and yellow on a black background.
Text graphic featuring "Onitsuka Tiger" in white and yellow on a black background.

ASICS came to us to overhaul its Onitsuka Tiger logotype — seeking to retain its recognisable qualities while refining it for greater aesthetic appeal. We also made tweaks to allow the logotype scale better across platforms and environments.

ASICS came to us to overhaul its Onitsuka Tiger logotype — seeking to retain its recognisable qualities while refining it for greater aesthetic appeal. We also made tweaks to allow the logotype scale better across platforms and environments.

Logo featuring the letters "SUL" in bold black font against a bright yellow background, with playful circular elements.
Logo featuring the letters "SUL" in bold black font against a bright yellow background, with playful circular elements.
Logo featuring the letters "SUL" in bold black font against a bright yellow background, with playful circular elements.
Logo featuring the letters "SUL" in bold black font against a bright yellow background, with playful circular elements.

The detail was everything for this project. We harmonised widths and weights, redrew letterforms to improve the balance, and improved legibility.

Logo of Onitsuka Tiger displayed in white text on a black background.
Logo of Onitsuka Tiger displayed in white text on a black background.
Logo of Onitsuka Tiger displayed in white text on a black background.
Logo of Onitsuka Tiger displayed in white text on a black background.
Subway entrance with a digital display featuring an outdoor scene and an Israeli flag in a bustling urban setting.
Subway entrance with a digital display featuring an outdoor scene and an Israeli flag in a bustling urban setting.
Subway entrance with a digital display featuring an outdoor scene and an Israeli flag in a bustling urban setting.
Subway entrance with a digital display featuring an outdoor scene and an Israeli flag in a bustling urban setting.
A colorful advertisement featuring a person in motion, displayed on the interior wall of a subway train.
A colorful advertisement featuring a person in motion, displayed on the interior wall of a subway train.
A colorful advertisement featuring a person in motion, displayed on the interior wall of a subway train.
A colorful advertisement featuring a person in motion, displayed on the interior wall of a subway train.

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