ASICS GUIDEBOOK
TABLE OF CONTENTS
1.0 STANDINGS
1.2 OUR LEGACY
1.4 USP
1.6 COMPETITION
2.0 MARK
2.2 SIGNATURE
2.4 INTEGRITY
2.6 MARK FOUL PLAYS
3.0 PLAYBOOK
3.2 PRIMARY BRAND COLORS
3.4 ALL BRAND COLORS
3.6 COLORED BACKGROUNDS
3.8 MAKR ON PHOTOGRAPHY
3.10 COLOR FOUL PLAYS
4.0 STRATEGY
4.2 TYPPOGRAPHY
4.4 NUMBERALS
4.6 STRIPES
4.8 PHOTOGRAPHY
5.0 TACTICS
5.2 STATIONERY
5.4 WEBSITE
5.6 MOBILE APP
5.8 STORE ITEMS
6.0 GEAR 7.0 SHOP 8.0 TEAM 9.0 PERFORM
2.0
1.0 STANDINGS 3.0 4.0
5.0
6.0
7.0
8.0
9.0
UR LEGAC
1949
Mr. Kihachiro Onitsuka began an athletic footwear company
by manufacturing basketball shoes out of his living room in
Kobe, Japan.
1950
Mr. Kihachiro improved his basketball shoe through elements
such as a sunken sole that was inspired by the tentacle of an
octopus and the feature greatly improved the grip of the shoe.
1959
The Magic Runner style shoe was the first shoe to pay attention
to the needs of a runner; it incorporated ventilation holes all
around the mid sole; this feature was inspired through studies
of air-circulation workings of a motorcycle engine.
1960
For the Rome Olympic games the Nippon 60 was created as the
delegation shoe for the Japanese team (a delegation shoe that is
the shoe chosen for the official functions and ceremonies).
1966
The classic stripe design of asics was introduced for the shoes
developed for the 1968 Olympic Games in Mexico. The stripes on
the shoes were named ‘Mexico Lines’ and became a trademark.
1966 also saw the introduction of the Runspark DS SP shoe,
which introduced interchangeable spikes making it the perfect
shoe for on and off the track (the first shoe of its kind).
1967
The Limber Leather shoe was worn by the entire Japanese Olympic
Team as delegation shoes at the Mexico Games in 1968.
At this time a small former American agency of Onitsuka run by
Phil Knight began selling the Cortez shoe based on Onitsuka’s
Tiger’s Corsair; Knight’s outlet was named Nike.
1970s
Continued designing for athletics and Olympics; significant styles
included: Fabre basketball shoe, Cosair — jogging shoe, PAW-
OS-5700 — the first shoe of its kind designed for the best
performance on all-weather synthetic tracks.
1972
1972 Sapporo Winter Olympics introduced Onick Ski boots and
Sunotore snow training shoes, the first of its kind for the company,
gymnastic shoes, and super light-weight ROTE Volleyball shoes.
1975
The first Onitsuka Tiger was commissioned by the Japanese
Olympic Committee to supply the official country’s clothing at
the 1976 Olympic Games.
1977
GTO, a sportswear manufacturer, Jelenk, an knitwear
manufacturer, and Onitsuka, a footwear manufacturer merged
together under the name Asics (despite a new name some vintage
styled shoes were still produced and sold under the Onitsuka Tiger
label, which is still used today).
2011
A recent achievement for the company is their official recognition
in being the new kit manufacture for the Australian Cricket team
and replacing German manufacturer Addias.
STANDINGS
1.3
THE ORIGINAL ATHLETIC SHOE THAT BECAME AN INDUSTRY LEADER THROUGH OLYMPIC TRACK COMPETITIONS
OMPETITO
THE SIMULTANEOUS DESIRE FOR SUPREMACY IN ATHLETIC SHOES BETWEEN US AND OUR RIVALRIES DEMANDS OUR IMAGE TO BE UNPARALLELED.
STANDINGS
1.7
1.0
3.0
MARK 2.0
4.0
5.0
6.0
7.0
8.0
IGNATUR
BLACK AND WHITE
REVERSED OUT
速 BLACK AND WHITE WITH TRADEMARK
5 mm
MINIMUM SIZE
MARK
2.3
BASELINE The “baseline” is the boundary line behind each basket on a basketball court. For our logo the baseline becomes the line that “asics” sits upon. The mark never crosses this baseline. There will be no going out of bounds in this court.
X-HEIGHT Height can be a key feature of many athletes and in their positions. In basketball taller athletes play beneath the hoop while shorter teammates play point guard and other outer edge positions. Even the brand of apparel that athletes love to wear has a height to base its usage off of called the x-height. Please use the x-height measurement when deciding stats and other usages of the brand, “asics.”
CLEAR SPACE During a basketball game sometimes teams use full court press in order to put pressure on their opponents and to get in their face in hope of them making a mistake. For our logo we appreciate no full court presses or any other components in our logos face. Please keep all other elements beyond the reach of our logo’s clear space in order to not incur any fouls. The clear space has been defined as the same distance as the x-height length away on all sides
X
X X
速
X
X .25X
M A R K 2.5
No stripe can go through only part of
No wordmark without the stripe.
the word mark and not the rest.
2.6
MARK
No wordmark without the “i� dotted.
No separation of the stripe and word.
No use of uppercase letters.
No flipping the direction of the stripe.
OUL PLAY
5.0
6.0
7.0
8.0
9.0
1.0 2.0
PLAYBOOK 3.0
PRIMARY BRAND COLORS Out brands primary colors are based on brighter cool blues. One blue has a bit more aqua to it and the other is a richer darker blue, the two complement each other well and when set on a gradient reflect our brand’s image beautifully.
1 COLOR
01
Pantone 3145 C 100 M 0 Y 19 K 23 R 0 G 141 B 168 L 53 a -26 b -25 HTML /CSS 00BDA8
1 COLOR
02
Pantone 2768 C 100 M 78 Y 0 K 44 R 0 G 45 B 106 L 19 a 7 b -41 HTML /CSS 002D6A
BLACK & WHITE
03 3.2
PL AYBOOK
Pantone BLACK C 0 M 13 Y 49 K 98 R 20 G 16 B 6 L 5 a 0 b 4 HTML /CSS 261C02
2 COLOR
01 02
Pantone 3145 C 100 M 0 Y 19 K 23 R 0 G 141 B 168 L 53 a -26 b -25 HTML /CSS 00BDA8
Pantone 2768 C 100 M 78 Y 0 K 44 R 0 G 45 B 106 L 19 a 7 b -41 HTML /CSS 002D6A
Linear Gradient at a -60 angle. The lighter color is always on the top. The darker color is always on the bottom.
PL AYBOOK
3.3
ALL BRAND COLORS Out brand consists of nine colors, referencing the nine lanes of an average track. In edition to our brand’s three primary cool blue colors we have added some warmer colors while staying consistent with a bright pallete.
01 02 03 04 3.4
PL AYBOOK
Pantone 3145 C 100 M 0 Y 19 K 23 R 0 G 141 B 168 L 53 a -26 b -25 HTML /CSS 00BDA8
Pantone 2768 C 100 M 78 Y 0 K 44 R 0 G 45 B 106 L 19 a 7 b -41 HTML /CSS 002D6A
Pantone BLACK C 0 M 13 Y 49 K 98 R 20 G 16 B 6 L 5 a 0 b 4 HTML /CSS 261C02
Pantone 124 C 0 M 28 Y 100 K 6 R 238 G 177 B 17 L 76 a 92 b 93 HTML /CSS EEB111
05 06 07 08 09
Pantone 4695 C 0 M 84 Y 88 K 0 R 90 G 20 B 0 L 19 a 31 b 29 HTML /CSS SA1400
Pantone 368 c 57 M 0 Y 100 K 0 R 127 G 193 B 67 L 58 a 60 b 51 HTML /CSS 7AC143
Pantone 336 C 100 M 0 Y 67 K 47 R 0 G 106 B 81 L 58 a 60 b 51 HTML /CSS 006A51
Pantone 1788 C 0 M 84 Y 88 K 0 R 240 G 81 B 51 L 58 a 60 b 51 HTML?CSS F05133
Pantone 1797 C 0 M 100 Y 99 K 4 R 227 G 27 B 35 L 49 a 71 b 51 HTML /CSS E31B23
PL AYBOOK
3.5
COLORED BACKGROUNDS Out logo can be used on a large varietal amount of colors, especially for apparel. When placing the “asics” logo onto any plain solid background color reverse out the type, and always make sure that the stripe color matches the background.
01 02 03 04 3.6
PL AYBOOK
Pantone 3145 C 100 M 0 Y 19 K 23 R 0 G 141 B 168 L 53 a -26 b -25 HTML /CSS 00BDA8
Pantone 2768 C 100 M 78 Y 0 K 44 R 0 G 45 B 106 L 19 a 7 b -41 HTML /CSS 002D6A
Pantone BLACK C 0 M 13 Y 49 K 98 R 20 G 16 B 6 L 5 a 0 b 4 HTML /CSS 261C02
Pantone 124 C 0 M 28 Y 100 K 6 R 238 G 177 B 17 L 76 a 92 b 93 HTML /CSS EEB111
05 06 07 08 09
Pantone 4695 C 0 M 84 Y 88 K 0 R 90 G 20 B 0 L 19 a 31 b 29 HTML /CSS SA1400
Pantone 368 c 57 M 0 Y 100 K 0 R 127 G 193 B 67 L 58 a 60 b 51 HTML /CSS 7AC143
Pantone 336 C 100 M 0 Y 67 K 47 R 0 G 106 B 81 L 58 a 60 b 51 HTML /CSS 006A51
Pantone 1788 C 0 M 84 Y 88 K 0 R 240 G 81 B 51 L 58 a 60 b 51 HTML?CSS F05133
Pantone 1797 C 0 M 100 Y 99 K 4 R 227 G 27 B 35 L 49 a 71 b 51 HTML /CSS E31B23
PL AYBOOK
3.7
OUR BRAND ON PHOTOGRAPHY When placed on photography the key is contrast. Our images are already high contrast, but it is important to make sure our logo has the most contrast. Two variations are shown below. The image on the left shows that if our logo is placed over a portion of the image that also has our stripe crossing
3.8
PL AYBOOK
through it, our logo can be the color of the stripe itself. In this scenario our logo may also be white. The right image shows when the logo is not placed on the stripe in an image; in this case it is best to have our logo in white and on a darker or black area of the photo. Although it is tempting to mix colors, please don’t. We like to use pops of a single color at a time.
PL AYBOOK
3.9
The stripe is never to be represented
Never put the gradient logo on a one of
as a solid color.
the same colors in the gradient.
No gradient within the stripe.
No gradient logo on any colored background except for black or white.
No gradient logo with the gradient at
No version of the gradient logo that is
any other angle besides -60째.
in any other colors besides the primary logo blues.
3.10
PL AYBOOK
OUL PLAY
1.0 2.0 3.0
STRATEGY 4.0
5.0
6.0
7.0
8.0
9.0
YPOGRAPH
TRADE GOTHIC BOLD 16/34/20
TRADE GOTHIC BOLD Condensed No. 20 16/40/20
TRADE GOTHIC Light 16/52/20
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 :;”’,.?!@#$%^&* <>(){}[]|\ / ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 :;”’,.?!@#$%^&* <>(){}[]|\ / ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 :;”’,.?!@#$%^&* <>(){}[]|\ /
STRATEGY
4.3
NUMERALS The numbers that are used throughout the â&#x20AC;&#x153;asicsâ&#x20AC;? system symbolize the starting points for each runner on a track. These icons are free to switch colors within the colors that are shown. The number must always be a solid form; the starting blocks are always just the outline unless they are put on top of a color then they become a solid form.
1.0
1.0 2.0 3.0
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4.0 5.0 6.0
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7.0 8.0 9.0
4.4
2.0
5.0
STRATEGY
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3.0
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9.0
HOTOGRAPH
PHOTOGRAPHY Photography is a key element in all parts of our brand. All of our photography focuses on upclose shots of intense athletic moments. Once the photography has been cropped in, there are two main treatments for images that we use with in our brand. The first treatment is one in which images are used in a full bleed maner. When images are used as a full bleed on any item there will always be a colorful stripe that accompanies it. The stripe will cut across the image dynamically usually with the movement of the action in the photo. The stripe will be treated with the multiply effect over top of the photography. Along with the stripe, sometimes typography will accompany the image. When typography is placed with the image it is large and bleeding off the page just as the photography is, but make sure that it is not cut off in a way that makes it unreadable. The type will be in the same color as the stripe color, but it will not have the multiply effect applied to it.
STRATEGY
4.7
PHOTOGRAPHY CONTINUED The second way photography is treated is masking it through the stripe shape. When the photography has been masked into the stripe form, the mask becomes a tool through which, just like all asics imagery, an intense moment is cropped into and given importance. Capturing these moments is key to distinguishing our brand. A stripe also accompanies this photography format, but here it is behind the masked stripe image and is peeking out on one edge. The stripe should be in one of the asics vibrant brand colors.
6.0
5.0 TACTICS 7.0
8.0
1.0
2.0
9.0
BUSINESS CARD NAME Font: Trade Gothic LT Std Bold No. 2 10pt, ALL CAPS Color: Pantone Black
TITLE | ADDRESS | PHONE E-MAIL | WEB ADDRESS Font: Trade Gothic LT Std Light 6pt, Upper & Lower Case Color: 80% Pantone Black
BACKSIDE Full Bleed Pantone Colors: 3145 and 2768
SPECIAL Add extra character space between each phone and fax numbers.
PAPER SPECIFICATIONS Mohawk Loop Inxwell Super Smooth Eco White 100 cover
LETTERHEAD ADDRESS | PHONE | WEB ADDRESS Font: Trade Gothic LT Std Light 6pt, Track 30pt, Upper and Lower Case Color: 80% Pantone Black
SPECIAL Add extra character space between each phone and fax numbers.
PAPER SPECIFICATIONS Mohawk Loop Inxwell Super Smooth Eco White 80 text
ENVELOPE ADDRESS Font: Trade Gothic LT Std Light 6pt, Track 30pt, Upper and Lower Case Color: 80% Pantone Black
PAPER SPECIFICATIONS Mohawk Loop Inxwell Super Smooth Eco White 80 text Square Flap Envelope 10
TACTICS
5.3
Website Homescreen
5.4
TACTICS
One of the “Footwear” section pages of the website.
TACTICS
5.5
Mobile Application â&#x20AC;&#x201D; Icon, Startup Screen, Home Screen
5.6
TACTICS
Gift Card Variations
TACTICS
5.7
S M L XL Asics Clothing Tags Front & Back
5.8
TACTICS
TACTICS
5.9
Shopping Bag
5.10
TACTICS
Shoe Box
TACTICS
5.11
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7.0
6.0 GEAR
8.0
9.0
6.2 GEA R
GEA R 6.5
6.6 GEA R
GEA R 6.9
6.10 GEA R
GEA R 6.13
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7.0 SHOP
7.2 SHOP
SHOP 7.5
6.0
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9.0
8.0 TEAM
1.0
2.0
3.0
WE PLAY HARD AND NOT JUST FOR OURSELVES BUT FOR OUR BIGGEST FANS TOO!
8.2 TEAM
8.4 TEAM
TEAM 8.7
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PERFORM 9.0
MARATHON The Asics 2012 Marathon will be held in Los Angeles, California on Augsut 18th, 2012. The goal for this marathon sponsered by Asics, is to give the entire course an Asics atmosphere. There will be inspirational signs and murals along the way done in preparation for the event. These quotes, images, and thoughts are meant to help cheer on the athletes as they take on this amazing feat!
9.2 PER FOR M
PER FOR M 9.3
PER FOR M 9.5
STOP AT NEVER IS THE NEWEST ASICS CAMPAIGN AIMED AT STRIVING FOR MORE AND DIGGING DEEP EVEN WHEN YOU THINK YOU HAVE DONE IT ALL.
9.6 PER FOR M