Brand Elements / Core Elements
Finding your way.
Our use of lines, arrows and other wayfinding tools creates a sense of journey, paralleling the adventure our students are undertaking. This art direction we’ve cultivated alludes to our purpose — being here to get our students there.
Brand Elements / Core Elements
Experienced, but current.
Our bold mix of colors embodies a modern look without losing the rich history of education. We’ve brightened the familiar tones of academia, like blue and red, to create a fresh feel that’s fit for an online college.
PMS 289 C
CMYK 97, 81, 47, 56
RGB 5, 33, 59
HEX #05213b
PMS 631 C
CMYK 71, 10, 28, 0
RGB 58, 175, 185
HEX #3aafb9
PMS 7409 C
CMYK 5, 35, 99, 0
RGB 239, 172, 33
HEX #efac21
PMS 200 C
CMYK 19, 100, 100, 12
RGB 183, 4, 4
HEX #b70404
PMS 536 C
CMYK 39, 21, 20, 0
RGB 158, 178, 189
HEX #9eb2bd
PMS 299 C
CMYK 73, 20, 0, 0
RGB 29, 162, 220
HEX #1da2dc
PMS 7687 C
CMYK 100, 85, 20, 6
RGB 20, 66, 130
HEX #144282
PMS 7699 C
CMYK 87, 62, 30, 10
RGB 51, 92, 129
HEX #335c81
PMS 7578 C
CMYK 4, 75, 97, 0
RGB 231, 100, 40
HEX #e76428
PMS 1955 C
CMYK 31, 100, 68, 33
RGB 130,9, 51
HEX #820933
PMS 7699 C
CMYK 87, 62, 30, 10
RGB 51, 92, 129
HEX #335c81
PMS 431 C
CMYK 67, 52, 44, 17
RGB 90, 102, 113
HEX #5a6671
PANTONE® (PMS) colors are used for 2-color printing, silkscreen and embroidery.
CMYK colors are used for professional printing, such as brochures and postcards.
RGB/HEX colors are used for digital applications, such as websites, banner ads and emails.
Using the ACE color palette in all communications will help strengthen brand recognition and our visual voice. Our color palette consists of five primary colors and seven secondary colors that can be used in a variety of color combinations, allowing for differentiation and flexibility.
Below you will find examples of ACE colors used in a variety of ways:
This color palette is pulled directly from the logo and should be used for general ACE creative.
This color palette is modern and refined. The yellow acts as a poppy accent color.
A simple, bold palette that can act as a neutral. Slate and red are often used to represent Healthcare.
These vibrant colors convey energy and are often used for the prospective student audience.
This combination of classic colors is formal and professional. It speaks to the student-at-large.
This palette is light and bright to channel positivity. It is often used in blog imagery.
Brand Elements / Core Elements
A modern classic with bold personality.
Primarily used for headlines and display copy, Blacker is a wedge serif type family with high contrast proportions. We chose it for its ability to evoke a feeling of establishment and credibility.
A useful tool with a friendly, no-nonsense demeanor.
Primarily used for subheads and support copy, Public Sans is a typeface meant to be neutral, legible and consistent. We chose it for its practicality and utility.
Complex layouts require multiple levels of type treatments. Use the specifications shown in this section as a starting point to achieve consistency across materials.
Blacker Display is the headline font. It should be used sparingly in marketing materials to draw attention to important text. Blacker Display should only be used in title case, never in all uppercase.
Blacker Display Bold
42pt / 46pt
Blacker Display Bold
33pt / 35pt
Public Sans Bold can be used for secondary headlines or subheads. It can also be used as a small kicker above headlines or as secondary subheads within copy.
Public Sans Bold
16pt / 18pt
Public Sans Bold
13pt / 15pt
Public Sans Bold
Uppercase
12pt / 14pt
Public Sans Regular is the body copy font. It should be used for all long-form text. Body copy should always be set in ACE Navy or ACE Primary Gray. Only use one color of body copy on a piece of collateral. Consider using ACE Navy when you’re using a lot of small body copy. Upsized type should be used under headlines or headers when necessary. It may also be used as the first sentence of a paragraph in marketing materials. Upsized type can be any color from the ACE color palette.
Public Sans Regular
Teal
14pt / 17pt
Public Sans Regular
Primary Gray
11pt / 14pt
Public Sans Regular
ACE Navy
9pt / 12pt
Thoughtful typography is crucial to making our designs look professional. Follow these tips to make sure our typography is consistent. These pairings and proportions are designed for print, but they apply to digital applications as well. Since our typefaces pair so well, keep in mind that it is possible to substitute one for the other to create layouts that feel more formal or more casual.
Avoid type treatments that are overly stylized
Avoid using type with drop shadows
Avoid outlining type
Avoid excessive condensing, tracking, horizontal scaling
Use legible font sizing: 9–12 point for print body copy and 12–16 pixels for web body copy