PACE is a women focussed imprint label that champions process. In partnership with Lou Paley of Women In Jazz, PACE encourages its artists to move at their pace creatively. This ethos I wanted to capture in the branding for the label. The logo sees modern sans serif style typography, rounding sharp edges and focussing on a rounded design that can stretch and shrink. The logo can break out into various graphic shapes that become almost illustrative which is depicted below. The label wanted the brand to be contemporary, confident, edgy and animated while also feeling approachable.