A new direction for public transport
JLT
Officially, they were Jönköpings länstrafik. On the buses, vans, and cars, they were Länstrafiken. But to everyone else, they were JLT. Then there was the much-debated logo, featuring a hare that many didn’t even recognise as a hare. There were, in other words, a few things to sort out. When JLT became the official name, it marked the beginning of a bigger change. A chance to bring everything together under one name and create an expression that better reflects what JLT wants to be. Grace brought it all together in an identity that is clearer, warmer, and unmistakably JLT.
We wanted the logo to be clear without becoming anonymous. Its form takes inspiration from the roads and routes that connect the county, as well as the sense of forward motion that comes with public transport. That same idea extends into a graphic pattern, creating a flexible visual language that can shift and change throughout the identity.
Clarity with character
The ambition was to make JLT feel warmer, more open, and more inviting, with an expression that reflects both who they are and the role they want to play in people’s lives. At the same time, public transport is a busy visual world. An identity must work at a glance, whether it appears on a moving bus, a uniform, or a sign across the street. So, recognition became a guiding principle for the entire system. From the logo, typography, and colours to vehicles, uniforms, and patterns, every element is designed to feel like JLT. The result is a visual language that makes the brand easier to recognise and connect with. Ultimately, our work makes JLT a more appealing way to get from A to B.
JLT needed an identity with character and credibility, while still feeling approachable, inclusive, and playful. Finding the right balance between the two has been central to the entire process. The new identity brings those qualities together. More than a new look, it marks a long-term shift for the brand, designed to build recognition, create engagement, and give people something to feel proud of.
We make your brand a digital attraction – with human experiences that evoke emotions, create reactions, and build relationships.
