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A walk south of Hjo Square, Strandpromenaden in Hjo, West Sweden

Photographer: Visit Hjo

What’s the story behind the heart and the name Hjo?

“I Love Hjo” is Hjo’s well-known slogan, first used in the 1950s and later awarded Sweden’s best municipal slogan. The phrase is said to have been coined by Stig Jönsson, who was editor-in-chief of Hjo Tidning at the time. The heart symbol was designed in the mid-1970s by the Grunditz family, owners of Guldkrokens Keramik and the shop Röda Boden. Since then, both the heart and the slogan have been widely used by everyone who loves Hjo.

WHY DOES HJO USE THE SLOGAN “I LOVE HJO”?

What is Hjo's slogan?

Hjo’s slogan is “I Love Hjo”.

When did the slogan "I love Hjo" start being used?

The slogan began to be used in the 1950s.

Who coined the phrase "I love Hjo"?

The phrase is said to have been coined by Stig Jönsson, then editor-in-chief of Hjo Tidning.

Who designed the symbol?

The heart symbol was designed in the mid-1970s by the Grunditz family, owners of Guldkrokens Keramik and the shop Röda Boden.

Why is the slogan important to Hjo?

Because it has become a long-standing symbol of local pride and belonging – and has been embraced for decades by residents and visitors who love Hjo.

Photographer: Rebecca Martyn

 

 

WHY IS HJO LINKED TO THE LATIN PHRASE “HIC JACET OTIUM”?

According to a local legend, the name Hjo is connected to the Latin phrase “Hic Jacet Otium”, meaning “Here rests calm.” The story dates back to the Middle Ages, when monks travelled across Lake Vättern between Alvastra Abbey and Varnhem Abbey.

What is the legend about the monks on the Lake Vättern?

In medieval times, monks often crossed Lake Vättern to travel between Alvastra (in Östergötland) and Varnhem (in Västergötland). One particular journey is said to have become part of Hjo’s story.

What happened during the crossing?

One day, two monks from Alvastra Abbey set out to sail across the lake towards Varnhem Abbey. Halfway across, the weather suddenly changed.

Lake Vättern is known for fast-changing conditions, and what began as a calm voyage quickly turned into a storm. Waves rose high, and the crossing became difficult and dangerous.

How did the monks reach Hjo?

Eventually, the monks managed to reach the shore at Hjo, exhausted but safe. As they stepped onto solid ground, they are said to have exclaimed together:

“Hic Jacet Otium.”
(“Here rests calm.”)

Why is this story important to Hjo?

This legend is often told as one of the stories behind how Hjo got its name. Whether or not it is historically true, it reflects something that many visitors still feel today:

Hjo is a place where it is easy to slow down.

Why do people come to Hjo today?

Ever since that legendary landing, many people have found their way to Hjo.

People come to:

  • visit for a day trip

  • holiday by Lake Vättern

  • move here and start a family

  • run a business

  • retire in a calm small-town setting

And the most common impression is often the same:

“Relaxing, calm and peaceful – I simply feel at home here.”

 

 

WELCOME TO HJO

Whether you stay for a long time or just a short while, welcome to Hjo – a place where it is easy and good to live and visit.