PaceLab™️ / Rebranding

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Client: PaceLab™️

Industry: Business Coaching & Consultancy

Location: Stockholm, Sweden

Scope: Brand Design

Year: 2023

Collaborators

Client Rep: Daniela Tell (pacelab.se)
Creative Direction: Linn Sandgren (lakky.se)

Design: Berkay Daçe (itsdace.com)

About the Brand

As an international business elevation agent, Stockholm-based PaceLab™️ focuses on creating sustainable transformations in organizations through a variety of methods, including coaching, leadership training, and neuroscience. They believe in fostering psychological safety, wellbeing, and relational leadership in the workplace, leading to a vibrant, co-creating community.

The sole vision of the brand is “to create healthy, happy and impactful people and businesses,” in their words.

Goal Behind Rebranding

The business was established for a long time, but it’s hard to say that the brand had an identity before. But before creating a thorough system of visual and verbal identity, PaceLab had to be repositioned as it needed to be more into the “human” end rather than being serious and corporate.

The Challenge

In this project, the biggest challenge was creating a sharp and bold, but also joyful and humane brand. How would they stand together without conflicting to each other? Hence, the new logo had to be a part of a bigger scene where every element worked hard to transmit a warm professionalism in harmony.

The previous logo had been championing the letter “E” as a form of “pace”, but it couldn’t be used separately as it had nothing to remind of the brand name. That’s why, the new logo had to have an icon infused naturally in the logotype. The letter “P” was meant to accomplish this task.

How We Solved

The new logotype focuses on three main collars of the brand's new position: Human relationships, transformation and bringing different perspectives, which are all embodied in the “P” icon (that can be a hero especially when the size is not enough). Moreover, the rest of the letters were customized to create a unique, dynamic layout towards right (i.e. towards the future). To enrich the coherence, rounded and sharp corners played a subtle but huge role in the logotype.

(Below) The idea.

(Above) The "P" icon which can be championed when the size is not enough or to make benefit of a representative element in alternative layouts.

(Above) The new PaceLab™️, altogether.

Why these colors?

Our hero colors are chosen as a dark yet vibrant navy blue (Paceblue, #020130) which stands for trust and expertise, and off-white (Pacewhite, #fafafa) to make a direct contrast with it. But... If we stopped here and imprisoned the brand in a world of only blues and whites, we would miss a huge chance of tailoring the most important brand personality trait: joy. To balance the seriousness, we introduced a mustard-ish yellow (Pacellow, #ffbc00) into the game as an accent color.

A quick behind-the-scene trivia: We initially proposed a yellow-dominant color palette where there was no blue at all, but then the process evolved into this final solution that I am truly happy to see.