D E S I G N E R
C L I E N T
C&G Partners' website says: "American Cinema Editors (ACE), an honorary society of motion picture editors founded in 1950, sought an identity that would expose their craft to a larger audience. The resulting solution uses the shape of the letter “E” to mirror the sprocket holes in 35mm film. By adding other letters to ACE, new words are formed—FACE, GRACE, RACE, TRACE, EMBRACE—that provide larger themes for exploring the world of film. The name becomes a building block within a flexible system of visual communication."
B A C K G R O U N D
H I G H L I G H T S
It grabs your attention right away. The use of repetition obviously reflects a scrolling film strip, but it makes it extremely memorable and recognizable as well. This repetition also creates a sort of visual pattern, that when scaled down, it is still presents a familiar image. Really, C&G Partners described the mark really well in the "Background" section above. The multiple square shapes as part of the film strip holes mimic the larger overall square shape of the mark for a nice, cohesive appearance. Grids are strongly at play here to line up the white squares with the ends of the "E" letterforms and creates a well balanced pattern. The "black spaces" that flow in and out of the white squares are again repeated within the spacing of the notches in the "E"s and the space between the top and bottom of each letter (you could call it a great execution of leading) for consistent visual rhythm. Letting the white squares run off the edges lends itself subtly to that feeling of an editor's cut. Though it is strong structurally, it still feels playful and approachable, not static in any way.