The inspiration

The inspiration for the logo comes from the initials of the company combined with images of the lion and dragon. The design carries the essence of British and Chinese cultural attributes. While highlighting the inherent qualities of the company, the logo emphasises the company ‘s prudence and conservatism. It also conveys ACE’s vision to be a global enterprise.

Application

The logo’s default colour is black- underscoring the stable, prudent and rational character of the company’s image and brand. The wording beneath the logo in dark grey maintains the integrity of the logo’s theme and adds depth to the over-all design.