Sports Bars The Ace
Background and brief
The visual identity for The Ace was developed to express the brand’s core values: energy, team spirit, and social connection, while elevating the traditional sports bar aesthetic into a contemporary and design-driven system. The brief called for a bold and instantly recognizable identity that resonates with sports culture yet feels refined enough to support a modern food-and-drink experience. The brand needed to communicate excitement and competitiveness without relying on clichés, and to remain flexible across multiple venues and applications.
A key objective was to create a visual language that feels authentic and familiar to sports fans, while also appealing to a broader audience seeking a well-designed social destination. The identity had to work seamlessly across physical and digital touchpoints, reinforcing brand consistency and recognition.
Our Solution
The visual identity of The Ace is rooted in classic varsity and sports insignia, reinterpreted through a contemporary lens. The logo system draws inspiration from jacket patches and collegiate emblems, conveying strength, unity, and a sense of belonging. A carefully curated color palette, combining deep, grounding tones with energetic accent colors, supports both the vibrancy of live sports and the warmth of a hospitality environment.
Typography is bold, confident, and highly legible, designed to perform in dynamic, high-energy settings while maintaining clarity and character. Supporting graphic elements introduce layering, rhythm, and movement, echoing the pace and intensity of sport. These elements are applied consistently across menus, wall graphics, staff uniforms, and branded accessories, creating a cohesive visual experience throughout the space.
The result is a visual identity that feels strong yet approachable, energetic yet controlled. It reinforces The Ace as a contemporary sports bar and restaurant brand, one that celebrates competition, community, and shared moments through a clear, confident, and unified visual language.
Services Provided
Project Completion Date
Summer 2025
Project Team
Šesnić&Turković
