Jack in the Box Finally Re-branded

It seems like everyone is re-branding, from General Mills (last post), Pepsi, Tropicana, Payless Shoes, and the list goes on. It's refreshing to see Jack in the Box take on a new identity, designed by Duffy & Partners in Philly, I think they did a pretty good job at giving this cheap, fast-food company a new look. Under Consideration just recently ran an article about the new branding you can read here.

What are your thoughts on this new identity for Jack in the Box? Love or hate?

Posted on Thursday, March 5, 2009 by Brad Parnell filed under

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7 comments (Add your own)

1. Dal Jeanis wrote:: First Impression - Meh.

In the photo, The new logo fails to stand out at all, and doesn't connect with the brand identity of the prior design.

It's possible that the photo is the problem, and there's enough difference between the two reds on the left and right "box-sides" to give the nuance that they're going for, but I'm dubious. If a night or a cloudy day washes out the 3-D effect and flattens the sign, people won't even register that it's JitB.
March 16, 2009 @ 10:51 AM
2. wwww wrote:: It's possible that the photo is the problem, and there's enough difference between the two reds on the left and right "box-sides" to give the nuance that they're going for, but I'm dubious.
http://www.downlez.com
March 19, 2009 @ 11:33 AM
3. Rich wrote:: My first real job was with JIB, so I may be jaded.

The new logo just does not do it for me. I do not get the extreme difference in font style from "Jack" to "in the box". Just not cohesive.

A bigger problem however, is that the new logo does not seem recognizable or memorable from a distance of greater than 3 feet. When I first viewed the new logo on a commercial the other day, I made this very comment to my wife. Seeing this picture of a building with the new logo only strengthens my conviction.

It also seems that in the larger horizontal marque format, you can read the words "in the box". But I believe it will be lost on a smaller street front sign, like the older one pictured at the curb in the photo.

-Rich
April 3, 2009 @ 11:01 AM
4. danystephany malagon wrote:: June 5, 2009 @ 2:57 PM
5. Egi wrote:: Rich, the key is already in your word. Seeing the opportunity to innovate is vital in our designs and soon you will get use to the fact that we need to live in a bigger and broader perspective in terms of rendering are craftsmanship.

from Dallas Internet Marketing Consulting
November 18, 2009 @ 12:21 PM
6. logo design services wrote:: Great post!!!
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December 27, 2009 @ 2:19 PM

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