Brand・Trademark
ASICS Trademark
ASICS has registered trademarks with a focus on the house marks.
We have also registered trademarks for product names, function names, service names, and other names.
These represent efforts to protect our trademarks and enhance their value.
History of the ASICS logo
Since the birth of ASICS in 1977, the brand's logo has been renewed several times and trademark applications have been filed each time. In addition, the trademark of the past logo is currently maintained in order to use the past logo on revived models.
1977
The origin of the company name, ASICS, is the initial letters of the phrase ""Anima Sana In Corpore Sano"" by the ancient Roman satirist Juvenal. It means ""(If you pray to God, you should pray for) a sound mind in a sound body."" The phrase itself is the company philosophy, and the sentiment it expresses is captured in the very name of the company. The first logo was created by Herb Lubalin.
1987
In celebration of the 10th anniversary of ASICS, the logo was changed from bold to thin and the image was changed a little.
1992
A new logo was created based on the stylized letter 'a', the initial letter of ASICS, adopted as a motif intended to express the idea of unlimited speed and the dynamism of sports.
2007
To improve visibility, the logo was updated to the one currently in use.
Examples of trademark registration
3D trademark
By combining the use of 3D trademark registration and design registration, we protect the product designs and shapes that represent important IP for ASICS in multifaceted ways. Appropriately enforcing These rights help to enhance our brand value.
"ASICS" Trademark Registration Status
ASICS owns approximately 5,000 registered trademarks centered on its house mark in around 180 countries worldwide, striving to protect and enhance the value of its brand. In addition, the “ASICS” trademark was recognized as a well-known trademark in India in February 2024 and in China in May 2024.