ACE-JTC
From merger to meaning
When ACE Electronics and JTC Micro Electronics joined forces, they weren’t just merging operations. They were aligning behind a shared vision for the future. Lex & Turner was brought in to shape that vision. Not simply with a logo, but with a brand identity that makes the merger tangible. From strategy to design, from culture to communication.
Website
ace-jtc-electronics.com
Instagram
@ace-jtc-electronics
A new foundation
ACE and JTC were both strong in their fields. One known for advanced electronics, the other for turnkey solutions. What united them? A commitment to quality, reliability, and innovation.
The new name, ACE-JTC, needed to be more than a fusion of letters. It had to become a clear, confident brand. One that signals depth, ambition, and direction.
Logo that connects
At the heart of the visual identity is the new logo: a fluid interweaving of the letters A and J. The form is streamlined and precise, representing connection, synergy, and technological finesse.
It’s designed to work everywhere — from a LinkedIn header to a factory label — always recognisable, always in balance.
Colour with character
The palette uses rich shades of blue with a subtle touch of purple. It’s confident and calm, technical yet warm. Ton-sur-ton layering creates depth and clarity, while a sharp accent blue is used sparingly to guide focus where it matters most.
The A+J emblem forms the basis for visual rhythm and design elements across all applications. To balance this, we developed a simple yet distinctive “dot”. A clear, minimal mark ideal for technical or digital use.
We also crafted a custom icon set in a unified, precise style. Each icon was designed for clarity and ease of use, fitting naturally into both documentation and brand communication.
A story worth telling
Visual design is just the start. Together with the ACE-JTC leadership team, we defined a brand story rooted in who they are and where they’re going: offering fully integrated electronics solutions, from design to delivery, with quality at every step.
That story is carried consistently across every brand touchpoint — from email signatures and slides to internal culture campaigns and external recruitment. Nothing left to chance, everything working together.