Do you ever get asked what our three-fish logo stands for? I frequently get asked and I know our frontline colleagues in sales, marketing and company management get asked when making presentations to customers or business partners. The quick and correct answer is that the logo is an adaptation of the coat of arms of the founders' hometown of Aabenraa, in what is today Southern Denmark. It was first used on the ships of the M. Jebsen shipping company and, shortly after, adopted as the company logo in 1895.
But there is more behind the story. Many years ago, A. P. Jessen wrote an article in The Mackerel to inform staff about the meaning behind the logo - please see the link here in case you are interested to read it. The three mackerels are also the subject of a special exhibition later this year at the Aabenraa Museum which will also feature the family enterprise's use of the symbol in our logo and to describe the "Mackerel spirit" of our group of companies.
Lacking a swim bladder, the mackerel must, unlike other fish, keep moving to avoid sinking. Even when it is asleep! This necessity aptly and enduringly captures the fighting spirit of J&J and symbolises our need to constantly remain alert, active and agile in order to survive.