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Last edited: 10/08/2021

In JYSK we have a few different payoffs. The main payoff is Scandinavian Sleeping & Living. However there are exceptions. See below: 

Denmark: Et Godt Tilbud

Russia: Скандинавский бренд для дома и спальни (Scandinavian brand for house and bedroom)

All other countries: Scandinavian Sleeping & Living

The payoff is generally used on relevant marketing materials. However, for Spain and Portugal the payoff is not to be used on store fronts. 

Logo and payoff combination tactic

Below table shows how we use logo and payoff in different combinations. 


Payoff used on store fronts as part of the permanent signage

On stores store fronts we will use the payoff in new countries as defined below. The payoff should not be used in the speech balloons but be part of the permanent signage.

In a new country we will place the payoff on stores for the first 5 years from opening. After 5 years we will no longer use it on new stores. “Old” stores with payoff will not remove existing payoff(s).

Example, specific stores may require a different solution depending on store front possibilities,



JYSK is an international chain of stores with Scandinavian roots that sells everything for the home.

The first store opened in Denmark in 1979. 

 Read more

JYSK Blue Line

JYSK BLUE LINE is created in order to secure JYSK as a strong and international brand.

When following these brand guidelines, it differentiates us from competitors, increases customers’ recognition and reinforces our identity.


Sødalsparken 18, DK-8220 Brabrand, Denmark
Tlf.: +45 89 39 75 00
Fax: +45 89 39 75 01

For enquiries please contact Marketing department