Authentic. Creative. Energising.

Having established the 'A' marque we built out the 'C' and 'E'. The logotype is designed to evolve and adapt with time, much like ACE's business vision. As the brand's profile grows the logotype can become more abstract, losing the vertical slithers that define the three separate letterforms.

The fluid ribbon marque lends itself to a repeat pattern that introduces a heightened wave feeling. This presented us with a never ending canvas to use as a backdrop for typographical communication and lends itself to textile application.

Aeonik from London based Co-Type Foundry was chosen as ACE's structural workhorse. Crafted with mechanical detail it has been conceived as a 'neo-grotesque with a geometric skeleton’, making it perfect for a timeless brand identity. Its letterforms also posses a linear and horizontal nature that makes it a great match for ACE's fluid and 'ribbon' like logotype.

ACE's distinctive and unyielding use of colour plays an important role in its brand personality. At the core of the palette is 'Energising Red' – itself directly informed by ACE's core values, in this case (no clues) – 'energising'. RAL 2002 or PMS 2035 to any self respecting graphic designer, we established this colour early on in the process by selecting it to powder coat the 16,000KG steel staircase that rises up through the heart of ACE's HQ, unifying its cavernous spaces.

ACE's waterside HQ in Amsterdam's Western Docklands spreads over 4000sqm so it was imperative to create a wayfinding system for the space. At the heart of this is a series of 40 bespoke icons, all of which are constructed using the components that make up the ACE logotype. The wave is therefore subtly applied across all brand touch-points.

Having established the strategy and core brand identity we sought to translate ACE's core values, 'Authentic', 'Cultural' and 'Energising', into the physical realm. Our starting point was to establish a central, solid sided, 'ribbon' staircase, powder coated in 'Energising Red'. This statement staircase is the focus of the ground floor and in time we'd like to think that ACE will become known as 'the building with the huge red staircase'.

The brand strategy and subsequent identity set the foundation for the architecture of the new ACE headquarters. In collaboration with interior architects and designers, TANK, we created a place that will inspire a culture of positivity, creative energy and open-mindedness. 

'Making waves' through the creation of meaningful, culturally relevant and far reaching creative is a principle driver for ACE. We therefore felt it appropriate to reinterpret the 2D 'A' marque in 3D in order to explore its liquid expression.

The photographic language of ACE is one that is a true representation of society. In front and behind the camera. ACE works with upcoming talent, from different backgrounds in order to encourage, inspire and promote individual expression.

Introducing the ACE Crypto; a cryptocurrency that allows the company to involve employees in its development and growth. ACE is the first agency group to launch its own cryptocurrency built on the blockchain. The self imposed brief? Don't make it look like a coin!

A further 3D exploration of ACE's 'making waves' positioning statement resulted in extruded levels of the logotype, creating the notion of vertical waves. Retaining a monochromatic palette focuses the eye on the undulating construction of the typography.