Jones Center is more than a community hub. It is a vibrant, inclusive space where people of all backgrounds and ages come together to play, grow, connect, and thrive. Whether someone arrives seeking enrichment, wellness, belonging, or joy, Jones Center offers more than just programs or services — it offers a promise: this is your place to thrive.
At its core, the Jones Center brand is built on a clear, powerful purpose. That purpose — shaped by extensive strategic planning, thoughtful leadership, and community input — is expressed through a singular, rallying idea: THRIVE.
Our Core
Values
“Thrive” is not only an acronym representing our six core values — it’s a philosophy that drives how we work, what we offer, and how we show up in the lives of those we serve. It defines our culture and frames the experience of everyone who walks through our doors. Thrive is a call to action, a vision for what’s possible, and a reminder of what makes Jones Center unique.
Our brand is rooted in these truths:
+ Individuals thrive here — emotionally, physically, and socially.
+ Families thrive here — with access to play, learning, and wellness.
+ Community thrives here — through connection, belonging, and shared purpose.
An identity that moves you.
To bring this identity to life visually, we center on a bold, expressive symbol — the letter J. It stands for Jones, but also acts as a window through which our mission is made visible. It is active, diverse, and alive with motion. A flexible identity system built around vibrant color, expressive forms, and dynamic typography mirrors the energy and inclusivity of our spaces.
From signage to apparel, digital platforms to on-site wayfinding, every touchpoint expresses a consistent, energizing message: This is your place to thrive.
Supporting a thriving community
Jones Community for Nonprofits supports a thriving community by empowering organizations that strengthen Northwest Arkansas. Our new name and logo reflect this mission—symbolizing unity, collaboration, and shared purpose. By providing resources and space, we help nonprofits focus on impact, ensuring our community continues to thrive.
An invitation to thrive
An invitation to thrive. This distills everything we believe into one clear statement. It’s a promise to our patrons and a declaration of our values. Whether you’re cooling off in our pool, joining a fitness class, learning something new, or just finding your place — you belong here.
We see the brand not just as a set of colors and logos, but as an invitation.
An invitation to thrive.
To play.
To grow.
To connect.
To belong.
Jones Center. Your Place to Thrive.
