A Hamburger Today
New Identity for Jack in the Box
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."