Ett nytt riktmärke för kollektivtrafiken
JLT
On paper they were called Jönköpings Länstrafik, and the vehicles said Länstrafiken. But everyone called them JLT. On top of that, the logo featured a hare that many people didn't even recognise as a hare. In other words, there was a fair bit to sort out.
When JLT became the official name, it marked the starting point for a bigger change. An opportunity to bring the brand together under a single identity, and at the same time create a visual identity that better reflects what JLT wants to be. Grace took a comprehensive approach and created an identity that's clearer, warmer and above all more coherent. This is the new JLT.
We wanted the logo to be clear without becoming anonymous. The inspiration comes from the street network where the vehicles operate across the county, but also from the natural forward motion inherent in public transport. The same idea forms a graphic pattern that can be varied in different ways throughout the identity.
Clarity with personality
Our starting point was to make JLT warmer and more welcoming, in line with their core values and positioning. Public transport is a visually demanding context, though, so it was equally important that the identity be instantly recognisable. That principle has shaped everything — logo, typography and colours through to vehicle design, uniforms and patterns. In the longer term, the visual language should help more residents see JLT as an attractive way to get around.
JLT's ambition was an identity with both character and gravitas, yet one that feels down-to-earth, accessible and playful. Throughout the process we were careful to strike a balance where both sides get room to breathe. The new identity is a clear expression of a long-term journey of change — and something that builds recognition, engagement and pride along the way.
We make your brand a digital attraction – with human experiences that evoke emotions, create reactions, and build relationships.
