ACE was founded in 2002 by student leaders from five of Williams' campus social planning groups. Since then, the organization has grown into an impressive force of its own, planning hundreds of social and entertainment events per year. However, despite its success, ACE suffered from yearly turnover and never found a cohesive visual identity. By 2018, the group was shuffling between two logos and looking to revamp itself as it ushered in a new board. As a result, careful consideration was made to ensure that this redesign, and associated branding, would last for years to come.

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There were a number of characteristics that I felt the new logo needed:

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• It should capture the celebration and creativity associated with ACE events.

• It should immediately feel strong, bold and vibrant—but still professional.

• It should pay homage to the history of ACE.

• The logo should function as a distinct standalone icon.

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The final solution was a simple, bold lettermark that plays on ACE's old logos while offering a refreshing update. The design incorporates ACE's previous use of the spade and sans-serif fonts into a single, unique icon. Five hues of yellow suggest upward movement and energy while also paying homage to the five founding planning groups of the organization.