Brand Guidelines
This guide defines the visual language, design style, and principles that shape a clear and consistent brand experience, no matter the team or area of expertise.
At its core, PACE is about growth and positivity—just like our mission to empower young learners in developing resilience and emotional well-being. This guide lays out the essential design standards that bring our brand to life, from our color system and typography to accessibility benchmarks and documentation.
Whether you're designing for digital platforms or printed materials, these guidelines ensure every touchpoint reflects the trust and warm accessibility at the heart of PACE.
Contents
01 Brand Strategy
02 Personality
03 Logo
04 Color
05 Typography
06 Art Direction
01 Brand Strategy
In the current geopolitical climate, youth across Ukraine, Moldova, and Georgia face unique and significant challenges. They are navigating displacement, economic uncertainty, and disrupted education systems, leading to a critical need for stability, high-value skills, and sustained psychosocial support. Existing refugee and youth support efforts, while necessary, often operate in fragmented, short-term silos, relying on traditional, non-scalable educational models.
The result is a gap between the immense resilience and potential of young adults and the resources available to help them build a secure, agency-driven future. The Status Quo often perpetuates a reliance on "victimhood" narratives, which undermines the project's core belief in youth capacity and future-building. Furthermore, regional support networks often lack the necessary digital tools for seamless, high-quality, cross-border knowledge transfer.
We are not just a training project; we are a catalyst for integration and growth. Our brand balances institutional credibility with human empathy. We are safe, trustworthy, and structured, yet dynamic, innovative, and deeply supportive.
When you interact with PACE, you are stepping into a community of action. We promise to deliver practical, high-quality tools that foster independence. We promise to stand beside young Ukrainians and the organizations that support them as they reclaim their agency and build a brighter path forward.
02 Personality
PACE’s voice is Respectful: Above all else;
Balanced: Walking the line between Serious (expert) and Funny (engaging);
Style: Slightly Casual and Enthusiastic to remain approachable.
Empowering
Helpful
Inclusive
Professional
Educational
Adaptive
Approachable
Collaborative
Impactful
Accessible
Tone & Voice
Our Vision: why we exist
A society where well-being is foundational for everyone.
Our Mission: what we do
o bridge the gap between displacement and integration by equipping youth workers and NGOs with the digital tools, cross-border networks, and training needed to rebuild young lives.
Our Promise: how we help
We are not just an educational project; we are a movement toward a more resilient society. Our brand balances expert reliability with warm accessibility . We are safe, trustworthy, and grounded in research, but we are also colorful, enthusiastic, and full of life .
When you interact with PACE, you are stepping into a partnership. We promise to deliver practical tools that foster trust and dialogue . We promise to help you navigate the complexities of emotional growth with confidence.
Sample Copy
For the Child
We offer "Hero’s Journey" animations and outdoor activities that make learning about emotions fun, granting them the agency to understand and express how they feel .
For the Educator
We provide expert, ready-made didactic resources and digital tools that integrate seamlessly into daily routines, reducing stress and fostering a supportive classroom environment .
For the parent
We offer trustworthy guidance and workshops that demystify mental health, turning parents into confident partners in their child’s emotional growth .
Our ultimate destination
Our ultimate destination is a world of confident, resilient, and mentally healthy individuals .
03 Logo
The PACE logo centers on a fluid brandmark that intertwines two abstract figures—a larger form representing the educator or parent and a smaller one for the child—to symbolize partnership and care. These shapes cleverly form the initials 'g' and 'w' in an organic style that visualizes the brand's core mission of growth and connection.
Complementing this symbol is a modern, lowercase wedge-serif wordmark that balances professional trust with friendly accessibility, using bolded initials to create a unified visual lockup. The design is anchored by a vibrant palette: "Rich Navy" and "Power Blue" establish expertise, while "Vibrant Lime" and "Bright Tangerine" infuse the brand with essential vitality and warmth.
Our logo is the primary identifier of the PACE project, serving as a powerful beacon of hope, identity, and forward momentum. It is not just a name; it is a visual manifesto of our mission to empower young Ukrainians.
For the Youth Worker
Concept & Symbolism
The design is rooted in national pride yet oriented toward a cooperative future. The wordmark is solid and confident, representing the structured support we provide.
The Power of 'E'
The focal point of the logo is the stylized letter 'E'. It is a dynamic symbol with a dual meaning:Heritage: It is a subtle, inverted interpretation of the Tryzub (the Ukrainian Coat of Arms), grounding the project in national identity and strength.
Peace & Progress: Simultaneously, the shape forms a dove in flight—the universal symbol of peace. This soaring motion represents liberation, rising above circumstances, and moving towards new opportunities through Empowerment and Education.
Primary Lockup
Secondary lookup
Without tagline
Dark
Icons
Incorrect Usage
Do not resize the mark
Do not rotate the logo
Do not change the color of the mark alone
Do not outline the logo
Do not reverse the lockup
Do not add gradients the logo
Partnerships
04 Color
PACE’s color palette is designed to evoke trust, reliability, and financial clarity, ensuring that every touchpoint reflects our commitment to accuracy and efficiency.
Together, these colors create a strong, dependable, and forward-thinking brand identity, ensuring that PACE is instantly recognized as the go-to solution for financial corrections and optimization.
Primary Palette
Name
Hex: #C6EBF7
Name
Hex: #C6EBF7
Name
Hex: #C6EBF7
Name
Hex: #C6EBF7
Secondary Palette
Name
Hex: #C6EBF7
Name
Hex: #C6EBF7
Name
Hex: #C6EBF7
Name
Hex: #C6EBF7
Name
Hex: #C6EBF7
Name
Hex: #C6EBF7
Name
Hex: #C6EBF7
Name
Hex: #C6EBF7
Gradient Palette
Gradient 1
Gradient 2
Gradient 4
Gradient 3
05 Typography
PACE’s typography is designed to balance expert reliability with warm accessibility, mirroring our holistic approach to early childhood development. It acts as a visual bridge, reinforcing our commitment to trust, education, and positive change.
Lust is the primary font we utilize as a modern, lowercase wedge-serif to anchor our brand. It is characterized by high contrast between thick and thin strokes, graceful, sensual curves, and a confident, deliberate personality that channels traditional Scotches and Didones with a modern, expressive twist. The series is often described as a "typographic guilty pleasure" or an "exercise in indulgence," with letterforms that are both familiar and playfully provocative. The serif details convey the professionalism and authority required to speak credibly to educators, while the lowercase styling ensures the brand remains friendly, casual, and approachable for parents and children.
Primary Typeface
Montserrat
Secondary Typeface
Comfortaa
Sizing
Through a consortium of partners from Croatia, Serbia, Belgium, and Ireland, including an EdTech company, a university, a kindergarten, an NGO, and an educational institution, we will research and compare Social and Emotional Learning (SEL) curricula across partner countries
Building confident, healthy children.
Type Sizes > 72pt/px
100% Leading
-2% Tracking
We will pilot and test the 12 educational toolkits, combining animations and downloadable materials.
Type Sizes 55–72pt/px
110% Leading
-2% Tracking
Educators, parents, and guardians will be trained on mindfulness, well-being, and using SEL resources in classrooms and at home to help children build resilience.
Type Sizes 24–55pt/px
120% Leading
-1% Tracking
A structured training and dissemination strategy will ensure long-term impact and sustainability. At least 100 educators and 300 parents will participate in SEL training sessions, supported by a Train-the-Trainer program preparing 15 local trainers to deliver SEL training beyond the project’s duration. Feedback from implementation will guide improvements to materials and methods.
Type Sizes 0–24pt/px
130% Leading
0% Tracking
06 Art Direction
The typography for PACE is defined by a strategic pairing of Montserrat and Comfortaa. This combination is designed to bridge the gap between institutional reliability and youth-centric accessibility. Montserrat, utilized for headings and titles, anchors the visual identity with a geometric structure that projects stability and authority—essential for maintaining credibility as an EU-funded initiative.
Grounded Optimism Our visual world is bright, authentic, and deeply human. It rejects the sterile look of clinical psychology and the chaotic primary colors of generic preschool brands. Instead, we visualize growth, connection, and emotional intelligence through a lens that is "Safe," "Trustworthy," and "Enthusiastic".
Every image should tell a story of empowerment—showing children, parents, and educators as active agents in their own well-being.
Every image should tell a story of empowerment—showing children, parents, and educators as active agents in their own well-being.
Candid & Authentic
Avoid people looking directly at the camera with forced smiles. Capture "fly-on-the-wall" moments where the subjects are engaged in the activity, not the photoshoot.
Warm & Natural Lighting
Use soft, natural light (window light, outdoor shade). Avoid harsh flash, high contrast, or moody shadows. The environment should feel bright and welcoming (Safe).
Eye Level Perspectives
Shoot at eye level to create a sense of equality and approachability. Avoid high angles (which can make subjects look small/vulnerable) or low angles (which can look aggressive).
Human Connection & Safe Spaces
Show small groups in "safe spaces" (community hubs, classrooms). Body language should be open, trusting, and collaborative (leaning in, making eye contact, smiling naturally). Note: Ensure diversity that reflects the region (Ukraine, Moldova, Georgia) without relying on stereotypes.
