Du är centrum

Jkpg City is an urban development company working for everyone who spends time in central Jönköping. Behind the scenes, they bring local stakeholders together and help good ideas become real-world action. Their ambition is to rethink what a city centre can be: a forward-looking, modern hub for culture, community, and everyday life – not just a traditional shopping destination. That idea is captured in “Du är centrum”. It puts people first, reminding us that the city centre is shaped by everyone who’s in it. You are the centre.

We were tasked with creating a communication concept and visual identity to carry Jönköping’s city centre into its next chapter – one defined by experiences, shared moments and new memories. Just as importantly, it needed to feel open, warm, and full of life: a city centre for everyone who lives here, works here and visits, all year round. The identity also forms the foundation of the new website.

A city’s energy comes from its people. They’re bringing the centre to life. This identity celebrates that connection, expressing it in a warm, open, and inviting way. The square in the logo is the core building block of the system, but that doesn’t mean the visual language is rigid or square. Quite the opposite: it’s flexible, expressive, and designed to adapt.