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Starting with 1.9.0 version Look & Feel menu appears. It allows to customize HelpDesk portal appearance. You can insert logo in HelpDesk main menu, add header and footer.

Help Desk for Jira 1.9.9 > Look & Feel > image2018-11-19_18-46-34.png

Type inn HTML or just text to appropriate fields.

The portal looks like this:

Help Desk for Jira 1.9.9 > Look & Feel > 2018-09-10 17.31.00.png