Branding
Jack in the Box new logo
Image Credit: Kirby Yau / Jack in the Box
I was watching TV last night and saw a Jack in the Box commercial that was sporting a brand new logo. Apparently they’re going through a complete rebranding, that will include redoing the look and feel of the restaurants. If you can’t quite remember what the old logo looked like, here’s a side-by-side.
I’m not sure how I feel about the new logo. I kind of like it, but it just doesn’t feel like Jack in the Box to me… it’s a little too slick. As much as I like Jack in the Box, I do tend to think of them as a late-night grease pit… a place to get a fried-egg sandwich at 2:00am with the winos, and teen club-goers. I suppose that’s the image they’re trying to shed.
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