Pace Magazine

A New Brand for Pace

Jillian Gorry '11, '21
June 1, 2021
young woman crossing the street

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After nearly two years of research; evaluation; drafting; and input from Pace students, faculty, staff, and alumni, Pace has created a new brand platform, and with it, a new expression of what it means to be part of the Pace Community. In partnership with our branding agency, Mindpower, we’ve created a new branding platform with the following objectives:

  • To develop a distinctive, compelling, and cohesive brand identity;
  • Provide a platform that supports the overall goals of the University; and
  • Enhance consistency of messaging throughout your time at Pace, from prospective student to current student to alumni.

The brand strategy, borne out of the research, is to solidify and advance Pace’s position as a leader in creating opportunity through its strong academics, exceptional experiential learning offerings, and dedicated advising. The new branding platform empowers Pace to communicate these messages while celebrating the strong shared sense of optimism and ‘can-do’ spirit within our community.

To hear more about how all of this came together, we invite you to watch our round table interview with Hadley Higginson, director of creative strategy at Mindpower, and Bo Uzzle, senior art director at Mindpower.

Our new wordmark is a highly visible aspect of the branding initiative—you’ve likely already started to see this new wordmark replace the old “swoosh” logo. Simple and straightforward, the new Pace wordmark is bold, optimistic, simple, and unembellished.

In addition to the wordmark, we’ve begun introducing new messaging and visual designs within our new brand platform, including new web design (you're in it right now!), videos, banners, and signs. You’ll also see new stories about students, faculty, and alumni using this new design, not to mention updated emails and much more. This is an exciting time to be part of the Pace Community!

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