Project// ACE brand identity and positioning
Client// communications agency Meijer & Walters
Activities// brand identity design



At ACE (Amsterdam Center for Entrepreneurship), they are passionate about innovative tech and science-based ideas. Helping students, researchers, and alumni turning ideas into successful companies, by offering the best training & support, and providing access to an extensive network of mentors, entrepreneurs and business professionals.




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.