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(Est. 1985) “With a mission to get people moving, the nonprofit organization American Council on Exercise (ACE) educates, certifies and represents more than 70,000 currently certified fitness professionals, health coaches and other allied health professionals. ACE advocates for a new intersection of fitness and healthcare, bringing the highly qualified professionals ACE represents into the healthcare continuum so they can contribute to the national solution to physical inactivity and obesity. ACE is the leading certifier in its space and all four of its primary certification programs are accredited by the National Commission for Certifying Agencies (NCCA), the gold standard in the United States for accreditation of certifications that assess professional competence. ACE also plays an important public-service role, conducting and providing science-based research and resources on safe and effective physical activity and sustainable behavior change.”

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ACE press release

Relevant quote

ACE’s focus on inclusivity is expressed in the new American Council on Exercise logo, “The Mover.” “The Mover” merges ACE’s classic celebration of movement with its evolved drive to bring health and fitness to all people, embodying the concept that every person has the potential to build a stronger connection to movement that fits their own passions in life.

The logo is comprised of two elements within a single symbol. The first, an arrow, represents the constant pursuit of growth. The second, two legs moving, represents physical activity in its broadest sense. According to [Chief Marketing Officer Carolann] Dekker, “The Mover” reminds us that movement is at the core of what it means to be healthy, to feel alive and to engage in a human experience that every person shares.

ACE press release

Images (opinion after)

New Logo and Identity for American Council on Exercise (ACE) done In-house Logo. New Logo and Identity for American Council on Exercise (ACE) done In-house Examples of previous identity. New Logo and Identity for American Council on Exercise (ACE) done In-house Examples of new identity. New Logo and Identity for American Council on Exercise (ACE) done In-house Sample ad.

Logo introduction. A bit on the long side but eventually gets to the point.


For some reason I kind of like the old logo… it’s not necessarily good and the structure of revealing the “C” from the overly extended “A” and “E” is pretty crude but something about it kind of works. Still, it looked dated. The new logo features an icon that, at first, I’ll admit, I thought it was only an arrow since the stencil aesthetic made it look like a simple extension of the letters. But the double-read as a pair of legs in motion is conceptually strong and graphically clever. Now I can only see legs and it’s quite pleasing. The wordmark is okay and its stenciling helps sell the icon more than anything — and, although, it doesn’t need it, maybe the “C” would have benefited from a notch as it’s the only element in the logo without a stencil break. The sample applications look decent and they actually make the organization look more like a nonprofit than a sports equipment reseller. The choice of sans serif, Muli, is a nice alternative to the usual suspects and the chunky script font is surprisingly effective as part of the recurring tagline. Overall, this is a successful redesign, especially when compared with the old hexagon-happy identity.