The visual identity and concept for the 75th anniversary year of Secto Rally Finland were created in collaboration with Roger & More. As a partner of the anniversary year, the creative agency was responsible for designing the overall concept, drawing inspiration from the event’s unique history, flying legends and a forward-looking vision.
Throughout 2026, Roger & More has played a key role in building the story and visibility of Secto Rally Finland’s anniversary celebrations. At the heart of the collaboration has been the ambition to create an identity that resonates with both long-time rally enthusiasts and new audiences alike.
– For 75 years, Rally Finland has been a place where legends are born, fly and leave their mark from one generation to the next. The conceptual idea behind the anniversary year originated from this unique heritage. We wanted to create a concept and visual identity that honours the rich history of the rally while also looking boldly towards the future, says Mika Tuominen of Roger & More.
The anniversary theme, 75 Years More than a Rally with Flying Legends, was chosen to reflect the event’s history, legendary drivers and the unforgettable experiences that have grown around the rally over the decades.
– Through this theme, we wanted to give the More than a Rally idea greater weight and significance than ever before. It is no longer just a slogan, but a story that brings together 75 years of heritage, flying legends and all the experiences that make Rally Finland more than a rally, Tuominen explains.
Visually, the previous photo-realistic approach was replaced with a bolder and more timeless graphic vector style.
– Our goal was to create a striking, recognisable and cohesive identity. A fresh colour palette forms the foundation of the design, resulting in an anniversary look that stands out, evokes emotions and stands the test of time, Tuominen says.
According to Paula Paappanen, Commercial Director of AKK Sports Oy, Roger & More impressed the organisers with its strong understanding of the rally’s history, traditions and significance within Finnish sporting culture.
– Roger & More succeeded in bringing a fresh, forward-looking perspective to the anniversary identity, while highlighting the sense of community, memorable experiences and continuous evolution that define the event. The collaboration has been exceptionally smooth and straightforward. Working with a small, efficient and highly skilled team, ideas moved quickly from discussions into execution, and a shared vision for the anniversary story was established from the very beginning.
– We are extremely pleased with the final result. It honours our 75-year heritage while inviting new generations to discover why Secto Rally Finland continues to be More than a Rally, Paappanen says.
Secto Rally Finland Marketing Coordinator Lassi Liimatainen also praises the collaboration.
– Working with the Roger & More team has been smooth and inspiring. We quickly found a common thread through our discussions, and both the journey and the end result have been outstanding. Roger & More’s creative touch is visible throughout the anniversary year – especially in this year’s Rally Plate, which is a must-have for every rally fan, says Liimatainen.
At Roger & More, the anniversary identity and concept were created by Senior Creatives Jim Silander and Mika Tuominen together with Art Director Jari Hilden. The project team also included Head of Digital Marketing Jani Kukkonen, while Senior Project Manager Sofia Peurala ensured the project progressed with precision. The client relationship is led by Business Director Juuso Mansikkamäki.
Secto Rally Finland’s 75th anniversary year will be celebrated throughout 2026 with a variety of content, products and events. The highlight of the celebrations will take place from 30 July to 2 August 2026, when the 75th edition of Rally Finland will be contested on the legendary gravel roads of Jyväskylä and Central Finland.
