West Coast burger chain Jack in the Box is in the process of updating its logo and brand identity.

The logo morphs from a flat square containing the burger joint's name to a cube with some perspective that contains only the word "Jack"—the k doing double duty as a smile.

The new logo started appearing in December, but it will roll out slowly chain-wide. Says Duffy: "The whole process of new signage will probably take up to 3 years as franchisees and headquarters work it into their operating budgets."

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