ASICS is a Japanese corporation engaged in the manufacture of sports shoes and clothing, founded by entrepreneur Kihachiro Onitsuka. It appeared in the summer of 1977. It is located in Kobe (Hego). It has several trademarks.
Meaning and History
Herb Lubalin designed the emblem. He created a stylish sign with a unique character and a unique charisma. Over the years, the logo has changed only once. The rest of the time, the company used the original version.
1997 – 2003
The debut version is made in individual font with narrow and slightly elongated letters. They are written in lower case, have a streamlined and slightly truncated shape. On the left side of the word, “ASICS” is a graphic symbol in the form of an enlarged “a.” It personifies a sports track, movement, dynamics, and progress.
2003 – today
In 2003, the corporation finalized the trademark. As a result, the letters became oblique and wide. The font is bold italics. In the new version, the drawn sign is also shifted: it is located to the left and below the usual one.
The logo of a Japanese company is directly related to its name, which, in turn, is rooted in the Latin language. It is an abbreviation of the famous dictum “Anima sana in corpore sano,” meaning “A sound mind in a healthy body.”
Moreover, this phrase has become a key motto of the brand because its range is sports goods designed to take care of health, body, and spirit. The company logo color is two variations of blue. The debut version is painted in light blue; the current version is in dark blue.