Graduated from Kuwasawa Design School. After working for Light Publicity Inc., he established Asaba Design Co. Ltd in 1975. Since then he has taken an active role at the forefront of Japanese design industry. Representative works of his include pieces for Seibu Department Stores, Nissin Food Products, Takeda Chemical Industries, TV titles for 24 HOUR TELEVISION and packaging designs for Kirin Beverage Corp. He is chairman of Tokyo Type Directors Club and maintains an interest in the Asian culture of written characters, pursuing the relationships between written scripts and visual expression. In 1999 he held an exhibition featuring the Dongba script, the last surviving hieroglyphs on earth, in Lijuang, Yunnan, China. The exhibition went on to the US and attracted great attention. Awards he has won include Tokyo ADC Award Grand Prize, Tokyo TDC Award, the Good Design Award, Japan Academy Prize, Purple Ribbon Medal, and others.