The identity revolves around the italicised, tilted ‘R,’ symbolising creativity at the heart of the fair.
This mirrors the many ways audiences can experience and interpret art.
Since the fair takes place annually, the identity needed to remain dynamic and relevant without requiring a complete redesign each year.
We wanted to avoid the classic, overly minimalistic expression, as it would have become anonymous and monotonous over time.
We were looking for a typeface with a lot of character, that distinguishes itself from other youth associations and political parties.
Pink for more vitality, and purple for warmth and a sense of inclusion.
In politics, colours are more charged than anywhere else, which makes the choice both easier and more difficult.
Stockholm-based studio 25AH rebranded Market Art Fair with an identity built around 'controlled imperfection.' The design features a tilted 'R' in a customised Droulers Clarendon wordmark, symbolising creativity and individuality. The system includes a dynamic pattern language and annual colour refresh, balancing sophistication with flexibility for the Nordic art fair’s evolving presence.
Stockholm-based studio 25AH developed a new visual identity for SSU, Sweden’s Social Democratic Youth League, in collaboration with content agency Birdh. The rebrand focuses on accessibility and solidarity, using bold typography, warm colors, and playful illustrations to appeal to younger audiences. The identity combines Media Sans and Helvetica Now with a red, pink, and purple palette to convey energy, inclusion, and political heritage.