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Architects’ Council of Europe
The Architects’ Council of Europe (ACE) works on behalf of its members to promote, support and advance architecture. Using meaningful dialogue and the art of conversation as its primary methods of advocacy, ACE represents a wide range of diverse voices.

Turn together
We developed our overarching concept from the origins of the word ‘conversation’. Deriving from two latin words – com, meaning “together”, and versare, “to turn” – this word formed the basis of the new identity and was built around the idea that to hold a conversation is to turn together.

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Custom typeface
We designed the typeface around the concept of two lines turning together, and the graphic system mimics the corners and turning points in architecture. The logotype is a variation on these letterforms, with both English (ACE) and French (CAE) versions.

Creative turns
A creative emphasis was put on photography to show the interaction and movement of light and nature with architecture. Cyclical turns of phrase, based on a circular form of poetry, work bilingually and are incorporated into the graphic system and promotional materials.

Powerful identity
“As a creative design agency, Red&Grey quickly understood our needs and challenges. They created a new holistic identity system to elevate and enhance ACE. It was a real opportunity to strengthen and multiply our relationships with members, partners and collaborators. They created an open process of dialogue with our European Organisations Members from the start and nourished their strategic process with the value of the feedback they received.

In my eyes, working with Red&Grey team is really inspiring: they are a team of professional creatives, quality design obsessed combined with the following triptyque : reactivity, sense of detail and passion!”

Architects’ Council of Europe

ICAD Award Winner 2022
European Design Award Finalist 2022

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