Ace

ACE is a human behavior, culture research, and brand strategy office. Its strength lies in crafting strategic content that is clear, direct, and impactful—delivering depth without excess. Avoiding unnecessary complexity, ACE focuses on simplicity and precision to create meaningful outcomes.

To reflect ACE’s versatility and diverse clientele, a modular logo system was developed. The three letters of the name take on distinct forms, each serving a unique function: a traditional uppercase version for clarity, a reduced geometric form as a minimalist abstraction, and a version built from punctuation marks to create expressive variations. Expanding on this modular logic, the visual system is structured with simplified grids and flexible geometric blocks of color and photography, all derived from the three logo forms. These elements adapt in width and height, allowing for seamless versatility.

The color palette embraces duality, balancing black and white for contrast, while warm and cool tones create harmony. The Jokker typeface from Displaay was chosen for its balance of boldness and playfulness, mirroring ACE’s strategic yet dynamic approach.