The concept “Rek Surabaya” was developed from the local word “arek”, a familiar term used to refer to the people of Surabaya. The name was shortened to “Rek” to create a more modern, memorable, and friendly identity while still maintaining a strong local character. The concept reflects Surabaya as both “Kota Pejuang” (City of Heroes) and “Kota Kenangan” (City of Memories), representing the city’s historical pride and the emotional connection people have with it. The goal of the design was to capture the spirit of Surabaya’s community by strategic entry points utilizing QR Code implementation at Juanda Airport and train stations to introduce the city branding instantly to visitors.