Jack in the Box, a national burger restaurant rarely found here in Louisiana, recently introduced their new logo by Duffy & Partners. (Old & new logos shown on the right).
The new logo is definitely an update from the old balloon letters of yesteryear to the slick almost Web 2.0. A recent article on BNET contrasted the necessary update versus the change of a classic, nostalgic brand identity. The article’s author also pointed out the trouble the company will have with the slight two-tone red box. Hopefully Jack in the Box can afford a printer that can print the files correctly. (Half-hearted joke.)
The new logo is a solid update and will work well in many uses including signage and package designs. The focus is now on “Jack” which/who is literally in the box. I’m curious if they will eventually drop the text below the logo to further imply “Jack in the box”. My only concern is the short-lived life of the logo. The logo is trendy but will probably be stale and outdated quickly. I assume that Jack in the Box is trying to tap into a younger generation that does not relate to the older identity and ignores their in-your-face character on TV. (Yes, Jack in the Box had the old, somewhat inappropriate character before Burger King introduced their new king.)
My biggest beef with the burger joint is their lack of brand cohesion. When we rebrand a company , we do not just introduce the logo – we implement the new identity. For now, the Jack in the Box website and stores still use the old logo (check it out at: http://www.jackinthebox.com). When developing a new brand, show it to the audience as a package. I completely understand the stores not being updated overnight; that is expensive and unnecessary. Jack in the Box should change their website & talk about the new look, run TV commercials with the new logo, email fans of “The Box”, and put up cut outs of their Jack mascot in stores introducing the new logo.
Looking at the logo designers website, Duffy & Partners did develop 4 whimsical icons for the different types of food served at Jack in the Box. These should not be implemented until the stores have been rebranded so customers will not be surprised.
What do you think about the new logo and/or implementation of the brand?