ACE Wayfinding Iconography

Back in 2022 I was asked to develop a wayfinding system for ACE, a family of creative agencies. 

The concept of ‘Making Waves’ was the starting point for ACE’s wordmark, designed by Smörgåsbord. I used the components of the ‘A’ mark as a starting point for the iconography system, limiting the amount of different shapes to build the icons from.

Using a limited set of shapes resulted in new ways of communicating certain messages and makes the overall experience inside the offices even stronger when it comes to consistency and brand recognition.

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