Allt för sjön
– Brand Identity

Allt för sjön is Sweden’s leading and largest boat show. Each year the show attracts around 400 exhibitors and 80,000 visitors. It is a meeting place for motor boat owners, sailors, archipelago enthusiasts, water sports fans and anyone who loves the marine lifestyle.

Designed at 25AH.









We were commissioned to design the new visual identity, with the aim to attract a younger audience and to build a stronger and more cohesive brand. Our work included a new logotype, color palette, typography, patterns and illustrations.

Shapes and patterns inspired by maritime signal flags create the base for a flexible graphic toolbox. Illustrations are used to highlight the show’s different offerings.





Our work also included design for Water Park – the show’s new area where visitors can try sports such as Wakeboard and Flyboard.


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