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Case Study

PACE Turf came to 420 Creative in early 2008 as PACE Turfgrass Research Institute, a husband and wife business dedicated to providing science-based solutions to turf management problems. Up until this year they took a very academic approach to their services and the information they provided. Their goal was to completely rebuild their identity from the logo all the way through to their website and items in between. The first thing that PACE did was rename the business from PACE Turfgrass Resarch Institute to simply PACE Turf. Once that was settled, we began work on a new logo.

Because PACE wanted to move away from the academic look they previously had, we focused on the turf portion of their name. After much brainstorming and sketching, we came up with a few concepts that we felt represented PACE. Upon reviewing the concepts with PACE, we settled on one concept to push and refine. From there it was just a matter of refining the technical and visual details to make the new logo an identity and brand for PACE. When we completed and finalized the logo, we also created an identity style guide. The style guide is around 9 pages and gives dos and don'ts for the logo, as well as defining the color palette and typography for materials.