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Tone of voice

Last edited: 03/01/2018

Our tone of voice defines the personality of the JYSK brand and how the character of our business comes to life in both written and spoken words.  
Our tone of voice is not about what we say, but how we say it. Above all we are Scandinavian, however, this is the basis of everything we do and is therefore not a part of the tone of voice. 

Below are the three main drivers of our tone of voice together with two clarifying words with examples and two examples of how not to be for each driver. 






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

The first store opened in Denmark in 1979. 

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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.

JYSK Nordic

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

For enquiries please contact Marketing department