The first idea that came to mind, and probably the most obvious, is the usage of a spade symbol. I played around with positive and negative space, but ultimately it didn’t really communicate what the brief was asking for.
Moving on, other ideas started to emerge that used circles. Established car manufacture brands like Audi, BMW and Mercedes use circles in their logos. Also, circles are an imperative feature of any car, being the shape of the wheels. I tried to make the ‘Ace’ name blend into this idea of circles, but ultimately it never really said ‘automobile.’
I touched on street signage shapes and number plates, and out of this came the idea for a star in some kind of circle. This is where the final design came from.