JOEST or JÖST?

We are often asked why the spelling of JOEST is sometimes JÖST, and whilst different both are correct, so long as the Ö includes the Germanic umlaut.

German orthography is generally consistent in its representation of i-umlaut. The umlaut diacritic, consisting of two dots above the vowel, is used for the fronted vowels, making the historical process much more visible in the modern language than is the case in English.
In simple terms, translated in English language, the Ö is replaced with OE thus JÖST becomes JOEST as used by JOEST Australia.
Oh, and another thing, the pronunciation of JOEST is “YOUST” (sounds like ‘ROAST’).

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