Working with the trustees, we developed a simple wordmark, drawing on the existing colour palette of the old PACE logo, and creating a system that allows the primary logo wordmark to work with the names of each of the projects. The projects were renamed to incorporate the PACE name in each as follows:
- Camp Supreme > PACE Camp
- Enquire > PACE Advice - Enquire
- Access Counselling > PACE Counselling
- On Track > PACE Money Skills
- Operation Agape > PACE Food Bank
- Life Courses > PACE Family & Life
- PACE Youth (was already called the same).
The main PACE logo incorporates a tagline that we developed, which succinctly sums up all that PACE is about: ‘Here for you’.
The word PACE is all in lowercase to give a sense of informality and access. The word is filled by differently coloured intersecting circles which is a nod to the old logo that featured five colours representing the charity’s mandate to meet the needs of community in five core areas: mental, physical, spiritual, emotional and social.
The tagline uses an informal handwritten typeface with a warm dark brown to contrast the bright colours of PACE. The use of uppercase characters with a slight incline and exclamation mark gives it an active and friendly enthusiastic statement of intent.
The new PACE logo and its outworking across each of the projects has had the helpful effect of consolidating the charity’s brand, making it more identifiable regardless of the project and raising greater awareness of the charity as a whole.