Academy Club Excellence (Ace's)  is a way of logging how many times a students has been to certain after school sport clubs with its own loyalty and reward scheme. The Scheme desired an image that would be coherent under the Academys current branding, it had to relate to sport and sound/look visually appealing.

 

I came up with name ACE's - Academy Club Excellence due to it's ties with  ' an Ace' that one would get if they made a perfect serve in tennis. To me the word Ace reffers to at the top, better than the rest and therefore students could be reffered to as an ACE, the name worked and did fit in well with what I was trying to communicate

To tie in with the current branding of the 'Atom' which the Academy had recently adopted as their contemporary logo (see above). I incorporated the swish which worked effectively and visually represented the letter 'c' and 'e' to make the logo spell out Ace.