Turning ideas into successful start-ups

Amsterdam Center for Entrepreneurship

ACE (Amsterdam Center for Entrepreneurship) is passionate about innovative tech and science-based ideas. ACE is the link between student, researchers and an extensive network of mentors and business professionals to turn big ideas into viable business plans.

The solution

A website and brand material to highlight the main programmes in this student-led organisation: Ready to Start and Ready to Scale.

Ready to Start is a start-up program for early-stage startups and innovators with a great business idea. Ready to Scale is a scale-up support for entrepreneurs from Noord-Holland and Flevoland who would like to tap into the knowledge/scientific potential of the Amsterdam universities.

The basic concept of the logo (of both ACE and the programmes) comes from the shipping containers in which the start-up village is based. The identity shows a clear differentiation in colour between the two programmes and yet a clear coherence due to the gradient that is used. The overarching ACE logo is black to keep the focus on the programmes.


Brand identity design
Digital styleguide
Final artwork

In collaboration with

Brand & communications agency Meijer & Walters, Amsterdam.