Jack in the Box has done a lot to beef up its marketing efforts as of late. In addition to its free food giveaways and viral "Hang in There Jack" campaign, the fast food chain has also been quietly testing a new logo at locations near its San Diego headquarters.
I'm happy that designers retained the bright red box, and I think the cursive script gives the logo a more contemporary feel. But I agree with design blog Under Consideration, which points out that the rest of the logo has a "needlessly techie feel." What's your two cents?
Lola Cruz
Milly
Dolce & Gabbana
theyre tryin to make it look swanky and trendy.. its freakin' fast food.
1kinda looks like a game logo.
i agree with le romantique, totally.
idk, just dont like it.
2I don't care either way.
3I just don't care, to be honest. Curly fries are curly fries!
4I'm still eating there but ughh.. hate. The other one fits so much better.
5I don't think we even have this place in Massachusetts...I've never seen one anyway.
6I kind of love it! I'm usually like most people, don't like change, but the old logo looks pretty dated.
7I wish there was a Jack in the Box by me, I've heard such good things about their curly fries (same goes for my wishof a local Sonic, just to try).
8It doesn't do anything for me.
9Love it.
10Doesn't matter to me.
11I am undecided but I think overall all of these logo redesigns going on lately aren't sitting well with most of the general population so I think it was probably a waste of money to pay someone to redesign...
12i'm ok with it. i think that the original one is very iconic for the brand, but this new one really doesn't lose anything so i'm good with it.
13I like it. The other logo is a bit dated.
14I don't care either way; we don't have any JIB's near us, so I'll probably never see the new logo. It DOES kinda look like a video game logo though.
15I like it, it's more updated. I'd never ever eat there though!
16This makes me miss J-in-the-B! We don't have them in MN. yumm
17naaah, not the right design, its too digital and gamey.
18it just doesn't fit the fast food world, then again, what design would?
hmmm
haha once i read the word "box" i remember the x box, im pretty sure the logo for it has the same font.
maybe thats why im having these mixed up feelings.
Bad design (like the new Pepsi and Tropicana logos, too). Why try to modernize it by making it look all web 2.0? It already looks dated.
19Jack must not be himself after the accident...
20aww i miss jack in the box...and i am not a big fan of any updated logos really, i am a vintage logo kinda girl...
21Dated, maybe...but what is wrong with a vintage classic? The "new" logo? Ick.
22The thing is, it looks dated, but not to 2009. The curve of the J, the weird sort-of-rounded-sort-of-pointed hexagon, and the starburst half-asterisk of the K are reminiscent of the 1970s. Round that out with a two-tone logo and you're staring up at a mall sign or a Vegas marquee. The only thing 2009 about the logo is the sans serif "in the box" that seems more 'last minute addition' than 'update'.
23It doesn't really bother me. I wonder if they are trying to do something with the words though. When I look at the logo I'm really seeing "Jack" and "in the box" as two entities. Then my brain from my previous life in advertising starts going "in the box, in the box, what does it mean?" I'm trying to connect the dots to a double meaning but maybe there isn't any? I just realized this was done by Duffy, I don't generally think of Duffy and fast food. When I think of Duffy I think of an agency where clients are used to being talked into doing print jobs on too expensive French's paper and printing with 8 pms colors, spot varnish and an overall matte varnish. Not to mention some die cutting and maybe a little emboss. They do amazing "designy" work that can sometimes have a retro feel. This is probably why it feels dated to Bella. Love them.
24I don't eat at Jack in the Box but can appreciate their creative marketing campaigns. Why they want to futz around with their logo is beyond me. If they're going to revamp their entire fast food menu to something healthier than I can see why, but if not, then don't mess with an established brand recognized logo.
25When will companies start realizing that simple logos are better?
They are more visually appealing and easy to remember. They stick in your mind and you do not have to think too hard about them.
and yes...*macgirl* it does make it look like "Jack" and "in the box" are two separate entities. Can they at least use the same font???
This is ridiculous.
26Love it, would love it even more if they dropped "in the box" from the graphic. "Jack" inside the red box conveys the idea. That would be unusual yet concrete.
27is jack in the box now a boutique design firm?
28Actually, the new logo looks very retro. It looks more like an older logo from the 60's than a new logo. However, I do like the new logo a little bit.
29I miss the old signage from the 70s that actually had a Jack popping out of the box on top of the buildings.
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