European call for new ACE visual identity: Outcome and jury report

Update 17 May 2021

In December 2020, ACE decided to launch an European call for a new, all-encompassing visual identity. This call aimed at encouraging innovative and holistic thinking: designers were invited to enter the competition with the same spirit of open minded creativity.

Type of Competition
The call was organised in 2 phases. 

Phase 1

Interested participants were invited to submit examples of their work. After this general call, the
jury selected 5 entries for the second, remunerated phase.
Read more about the call here.
All selected and non-selected participants were notified personally by email.  

Phase 2
The 5 participants selected for the second phase were asked to submit one design proposal with examples of how the design will look & feel when implemented (global visual identity,logotype and business applications (business card, email signature, powerpoint, letterhead, folder, notebook, envelope, newsletter template), social media(Facebook,Linkedin,Twitter) and website design: look & feel of the following pages (Home page /up to three different key pages).

The applications were reviewed by an International Jury composed of : Walter Bohatsch (Bohatsch und partner); Martin Gaffney (DesignWorks); Jan Kosatko (Studio Kosatko); georg pendl (ACE President); Selma Harrington (ACE Vice-President) and Pavel Martinek (ACE Executive Board member).  

Selection Criteria
The visual identity selection was based on the following criteria:
Quality/Innovation /Uniqueness/ Creativity/ Practicability 

Outcome of the Phase 1  
We received 62 applications from 13 different European countries. Many thanks to all the participants!
Discover the 5 studios selected for phase 2:

An award of EUR 4 000 euros was made to each of the 5 phase 2 participants.

Outcome of the Phase 2
On 14 April 2021, the studios selected for Phase 2 presented their concepts to the Jury via a Zoom meeting.
The Jury shortlisted 2 studios (Merkitys and Red & Grey) to explore their concept further and refine their proposal while maintaining the integrity of their design approach. On 22 April 2021, the Jury met to review the final presentations and a majority voted for Red&Grey.  

As the winning entry, the Jury recommended Red&Grey studio to ACE in order to develop its new visual identity. Comments of the jury regarding the winner of the call: “The jury wishes to thank Red&Grey for a very strong identity design concept presentation - combining research that is as thorough as it is profound, insightful strategic thinking and an imaginative identity design toolkit. The identity visualisation included an original narrative and linguistic content that would encourage the client and designer to work together in a new creative and open process of dialogue. Their design approach showed an understanding of the ACE story and effectively captured the world of architecture in a logically built concept and an original toolkit of parts.It was noted that the recommendation to develop a custom designed typeface would make for a highly original identity for ACE. The overall presentation brings an exciting design vision and the examples shown bring this to life very effectively across office stationery, signage, display and print promotion."

Press release is available here.

In May 2021, a contract has been signed between ACE and Red & Grey studio to develop its new visual identity with a budget of €30,000.

RED&GREY STUDIO - Winning entry - presentation

Discover the concept developed by Red&Grey Studio:

Presentation 1

Presentation revised.

Presentations of the pre-selected candidates - Phase 2

Dadada studio (Lituhania)

Daniel&Andrew studio (Romania)

Merkitys studio (Finland)

Presentation 1

Presentation revised

Modo studio (Switzerland)

Please note that the presentations have been compressed for downloading onto the ACE website.
This might affect the quality of the presentation/images.

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