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."
I like the new design. Although, I still miss their ad campaigns featuring the classic antena head in the shape of the clown, personified as the CEO of Jack in the box.
"Jack in the Box" is such a playful sounding name, but the new logo looks like it belongs on some upscale cosmetics or electronics product. This looks like the work of self-important designers hired by tasteless executives.
Where is Jack??? I remember being a kid (many moons ago) and driving by seeing the sign with the jack who appeared to jump out of the box. Awww yes the good old days - besides the jumbo jack aint what it used to be!
Hey it SUCKS! Bring back Jack and Bring back the "Bonus Jacks" Hamburgers!
And if they think that is suppose to be a smile in the logo? Let me drop down my pants and show them my smile of what I think of their new logo idea. Haven't they learned from there past bone-head Idea's?
Freaking awful. Bad logo. How does that logo say food? The comment above was correct about it looking like a cosmetics logo. It's not as bad as the Tropicana rebrand, but it's pretty freaking bad.
"So, I grew up with my dad calling them Jack in the Yuck- we weren't allowed to eat there. The 1993 e. coli outbreak just sealed the deal."
---
I always though it was Jack in the Crack.
I agree with most people that the burgers aren't that great. I think they try, but mostly fail. The sirloin burger is just OK, just like the McD's Angus Burger or Carls Jr $6 burger. The buns and toppings are better on these burgers, but the patties are horrible.
Isn't there some sort of marketing thing going on right now where "Jack" is missing? (Coma or something?)
Since the whole brand isn't being changed over, this reeks of publicity stunt. Get people worked up (similar to the orange juice packaging) about a "sissy"-ish change and bring back Jack along with a return to classic foods or prices or something.
If they were really changing anything, then they'd change everything.
The whole point of re-branding is to reflect the positive changes that took place in the product / system. So, new logo, same old food, same old systems, same old architecture / interior ? Why bother ? To make bold and stupid moves at a time where the economy is in shambles calls for a "re-branding" of the management.
Last time I had Jack in the Box was when I was 20 ('87). A bunch of us came back to my parents house in Seal Beach for spring break to execute our plan : "Dosing at Disneyland." We'd already spent about a week at the beach continuously high when we ended up at Jack in the Box in Seal Beach at about 11:00 in the morning. We all ate too many tacos, each ate two tabs, and had one hell of a good time a Disneyland.
This re-branding doesn't seem to support such good-natured fun.
To me, the new logo is what JIB's logo would like if it were a sit-down type of ( I use the term loosely) restaurant. Maybe JIB is evolving and moving Jack into the background? Not being mean, but isn't that generally what tends to happen to comatose folks? Just sayin'....ok, I'll go back to my oatmeal.
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25 Comments:
I like the new design. Although, I still miss their ad campaigns featuring the classic antena head in the shape of the clown, personified as the CEO of Jack in the box.
JudgeFudge at 12:42PM on 02/26/09
I hate the product but the old logo was glorious, especially all the crazy ligatures ('t' and 'h', 'c' and 'k', and most outrageously, 'o' and 'x'):
Zachary Sachs at 1:13PM on 02/26/09
I don't like this rebranding. I think their "old" logo was classic. This reminds me of some of the newer restaurants....Chipotle comes to mind.
bearsilber at 1:16PM on 02/26/09
http://4.bp.blogspot.com/_MOn9HnhQ_hQ/SGJqVyt0DLI/AAAAAAAAAzo/zPtiOuUZ6sI/s400/JackInTheBoxLobo.png
Zachary Sachs at 1:18PM on 02/26/09
"Jack in the Box" is such a playful sounding name, but the new logo looks like it belongs on some upscale cosmetics or electronics product. This looks like the work of self-important designers hired by tasteless executives.
benzado at 1:19PM on 02/26/09
Where is Jack??? I remember being a kid (many moons ago) and driving by seeing the sign with the jack who appeared to jump out of the box. Awww yes the good old days - besides the jumbo jack aint what it used to be!
Lvn4life at 1:41PM on 02/26/09
I hope they give a new identity to their crappy food along with the new design!
alesbica at 2:03PM on 02/26/09
I cannot eat Jack in the Box anymore. I haven't for a while. Ugh, the grease from their food; I can feel it coat my insides.
However, the teryaki bowls rocked back in the day and they rock now.
ArchieLeach at 2:05PM on 02/26/09
@benzado - My sentiments exactly. These guys should have conducted a little more market-research and audience feedback before giving it a go.
hungrychristel at 2:14PM on 02/26/09
Hey it SUCKS! Bring back Jack and Bring back the "Bonus Jacks" Hamburgers!
And if they think that is suppose to be a smile in the logo? Let me drop down my pants and show them my smile of what I think of their new logo idea. Haven't they learned from there past bone-head Idea's?
BeachBumBob at 2:49PM on 02/26/09
I hate it. I miss Jack in the Box...I used to go there all the time in high school.
kimbodian at 3:18PM on 02/26/09
The Bonus Jack was the best. JITB tacos are the nastiest food on earth, omg I love them.
ijuli at 3:54PM on 02/26/09
So, I grew up with my dad calling them Jack in the Yuck- we weren't allowed to eat there. The 1993 e. coli outbreak just sealed the deal.
But I have to agree with benzado- the logo doesn't really say "hamburger" to me!
myrnie_twin at 3:55PM on 02/26/09
It's so retro shiny! I like it, but the current logo is still fun.
runnereater at 5:35PM on 02/26/09
Freaking awful. Bad logo. How does that logo say food? The comment above was correct about it looking like a cosmetics logo. It's not as bad as the Tropicana rebrand, but it's pretty freaking bad.
FullOn at 7:04PM on 02/26/09
bye bye jack in the b-fish
yi at 7:41PM on 02/26/09
this sucks.
Cassaendra at 7:44PM on 02/26/09
"So, I grew up with my dad calling them Jack in the Yuck- we weren't allowed to eat there. The 1993 e. coli outbreak just sealed the deal."
---
I always though it was Jack in the Crack.
I agree with most people that the burgers aren't that great. I think they try, but mostly fail. The sirloin burger is just OK, just like the McD's Angus Burger or Carls Jr $6 burger. The buns and toppings are better on these burgers, but the patties are horrible.
tjmile1 at 8:51PM on 02/26/09
The new logo is crap!
tjmile1 at 8:52PM on 02/26/09
Isn't there some sort of marketing thing going on right now where "Jack" is missing? (Coma or something?)
Since the whole brand isn't being changed over, this reeks of publicity stunt. Get people worked up (similar to the orange juice packaging) about a "sissy"-ish change and bring back Jack along with a return to classic foods or prices or something.
If they were really changing anything, then they'd change everything.
pookywookyster at 9:15PM on 02/26/09
I don't eat their food but I like the original Jack. His expressions are on those commercials are so cuuute.
I think Jack is Mr. Bill's long lost cousin.
:-)
paris221966 at 10:17PM on 02/26/09
Maybe the new logo will stick around as long as the JBX concept did: http://www.signonsandiego.com/uniontrib/20050423/news_1b23jbx.html
jt3_11 at 6:22AM on 02/27/09
The whole point of re-branding is to reflect the positive changes that took place in the product / system. So, new logo, same old food, same old systems, same old architecture / interior ? Why bother ? To make bold and stupid moves at a time where the economy is in shambles calls for a "re-branding" of the management.
Q80 BurgerBelly at 9:09AM on 02/27/09
Last time I had Jack in the Box was when I was 20 ('87). A bunch of us came back to my parents house in Seal Beach for spring break to execute our plan : "Dosing at Disneyland." We'd already spent about a week at the beach continuously high when we ended up at Jack in the Box in Seal Beach at about 11:00 in the morning. We all ate too many tacos, each ate two tabs, and had one hell of a good time a Disneyland.
This re-branding doesn't seem to support such good-natured fun.
Willly at 9:13AM on 02/27/09
To me, the new logo is what JIB's logo would like if it were a sit-down type of ( I use the term loosely) restaurant. Maybe JIB is evolving and moving Jack into the background? Not being mean, but isn't that generally what tends to happen to comatose folks? Just sayin'....ok, I'll go back to my oatmeal.
RossS at 10:59AM on 02/27/09