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Jack in the Box to change logo, revamp stores
March 4th, 2009, 10:00 am · 60 Comments · posted by Nancy Luna, Staff Writer
Jack in the Box's new logo.
Jack in the Box (JACK) will announce today a major brand overhaul that includes a new modern logo, the debut of sliders and a makeover at more than 2,000 restaurants.
Thanks to tips from loyal Maven readers, most of this news is not surprising. I reported the possible logo change last year when readers spotted several new designs in San Diego restaurants.
At the time, Jack in the Box said it was testing new signage and declined to comment further.
The brand changes are expected to be announced this morning by a “re-energized” fictitious Chief executive Jack Box.
The mascot’s appearance will be his first public outing since he was hit by a bus during a Super Bowl commercial. The mock month-long tragedy involved a series of commercials and YouTube videos chronicling the brutal bus bashing.
The commercial left fans wondering if San Diego-based Jack in the Box planned to kill off the hysterical smiley-face advertising pitchman.
Clearly, the campaign was a prelude to today’s image makeover announcement, where Jack Box unveiled the new logo. (shown above)
I am not attending the Jack in the Box press conference in San Diego due to a personal conflict. But here’s what I have learned:
New logo
Old logo will be phased out
The new Jack in the Box logo retains the company’s signature red hue and cube-style design. However, that’s where the similarities end. The new logo is tilted to look almost three-dimensional, and showcases the name “Jack” in script lettering.
The rest of the company’s name, “in the Box,” is in smaller type. The “k” in “Jack” also has a swooping tail, mimicking the large, red smile of the chain’s icon.
“Many of our guests refer to us simply as ‘Jack,’ so emphasizing that through the new logo seemed like a natural progression,” said Chief Marketing Officer Terri Graham.
The new logo will be rolled out on packaging, uniforms and in the company’s advertising over the next few months. Restaurant signage will be rolled out over the next three to five years. (To see the other LOGOS Jack in the Box tested, go here.)
New foods
As previously reported in this blog, Jack in the Box confirmed that it plans to roll out Mini Sirloin Burgers later this month. To learn more about the sliders, read my previous story.
Restaurant Upgrades
You might have noticed upgrades to your local Jack in the Box restaurants. Those exterior and interior enhancements will continue and are expected to be complete by 2011, the chain said Wednesday.
The revamped decor includes: ceramic tile floors, a mix of seating styles ranging from booths and bars to high-top round tables, decorative pendant lighting, graphics and wall collages, music, new paint schemes and landscaping.
On Wednesday, Jack in the Box said it is “accelerating the pace at which it will enhance restaurant exteriors and expects system wide completion by the fall of this year.”
Redesigned Website
The chain is also re-tooling its Website so its more interactive. For example, later this month the site will feature the chain’s latest TV ads and will have a Jack Box virtual office.
Tell us: Pfew. That’s a lot of changes. What do you think? Good, bad, indifferent? Write in and let us know. And, don’t forget to take the POLL above.
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Are you playing us again?
I prefer the nostalgia of the original logo. I say leave it alone.
I agree with you, Jill. I think Jack in the Box should go back to the way things used to me: old logo, give the clown your order, and bring back the Bonus Jack. I do like the prices, though. Two tacos, a Breakfast Jack for a dollar? And a Jumbo Jack for a little more. They have McDonalds beat in quality and value.
The “exterior and interior enhancements” are all fine and good, but those cost money. Hmmm, are those costs going to be passed onto the consumer in the form of higher prices? If so, this is not the type of economic climate conducive to doing that.
I suspect they know what they are doing, in marketing. I just can’t get past the three times in my lifetime I got food ill from eating their food. Yeah, three times, well past the “shame on me” to “O.K. I’m stupid”. No new logo will bring me back. Shame, I really liked the Jumbo Jack.
Hmmmmm…… No sir, I don’t like it.
cute new logo!
The new logo would look better if there was a small representation of Jack’s head on the right, above the curve of the “k”, in that big open space. It may have been better to lose the “in the box” line at the bottom too. The 3-d style cube takes care of the “box” idea. And lose the TM logo.
Yawn
I wish they would at least clean their restaurants - there’s always gum stuck on the tables and trash on the floor…now I just go through the drive-thru…so I can pretend it’s all clean and shiny inside… :).
who cares. I won’t go there anymore cuz I can never order my meal without having to repeat myself - employees have a hard time understanding English……..sorry but it is true. Plus they get my order wrong, the menu prices is “different” than the cash register computer and we get screwed.
Please bring back the Bonus Jack with the “secret” sauce. Those who remember know…
I think that they should replace the current logo with a picture of the jack-in-the-box head attached to the ice cream truck from “Nice Dreams.”
I think the CEO ate way too many “shrooms”…
Reminds me of Chick-fil-a’s logo
http://www.underconsideration.com/brandnew/archives/just_jack.php
Are we REALLY commenting on a fast food logo? zzzzzz.
New logo? How ’bout bringing back the BONUS JACK???
I’m just glad to hear Jack came out of his coma.
And then bring back ‘Shrimp in a Basket’. That was the best!
I think whoever came up with this idea should be fired; the idea sucks much like the food. In today’s economy I think it makes people ill to see money wasted on something like this. If they want to do something to help business, loose the Purina dog chow food and replace it with food that tastes better. I know that would get me to eat at JITB more often. Changing to logo is just stupid. Hey didn’t they do this once before only to go back to the old logo? I guess they don’t learn for mistakes in the past.
How about, “Just slap ‘em on your thighs, because they’ll go there anyway!”
# Christine Says:
March 4th, 2009 at 11:17 am
who cares. I won’t go there anymore cuz I can never order my meal without having to repeat myself - employees have a hard time understanding English……..sorry but it is true. Plus they get my order wrong, the menu prices is “different” than the cash register computer and we get screwed.
uh what? Granted they do not speak Shakespearean English, but neither do you Christine. Maybe if you took a moment to get over the fact that they are immigrants serving you and focused on placing your order it would not be screwed up, I never get my orders screwed up, what prices I see on the menu is what I am charged, I have no idea why people have issues with fast food places…
There’s a number of things they should bring back like Frings and the Outlaw Burger. I’ll think of more later.
You know what would make this logo even better? An order of Frings!
Bring back Frings and the Moby Jack, I tell you! And Dinner in a Box.
Looks like we posted about Frings at the very same minute. And I remember the Dinners in the Box too.
Looks like “Jack” got cut off the soap opera. Mkt Research idea?
So, did Jack die and download into a new body?
my favorite fast food sandwich of all time is the spicy chicken with cheese,..fries and a coke,..but after you add cheese the damn thing is nearly 8 dollers,..im not kidding ,..tooooo spendy for me,…so now i go to Carls Jr.and get theyer spicy chicken for a doller!!!!!! and i also think they could do something with those damn cat food tacos.i will have to say i like JITB but its too expensive so i dont go there much.as far as the logo? who cares lower your damn prices,hit jack in the head with a bat give him a bandaid and say he lost his mind and is lowering prices!
As a designer, love the logo. New and modern, but could still have a lot of longevity. I liked the old 70’s logo too, but change can be good.
+1 on frings and bring back the taco salad from the 70’s/80’s too. Love that salsa dressing.
I think the new logo is okay, not spectacular, but not bad either. I think people are hesitant to accept it because of nostalgia. However, what is up with all these major companies changing their logos? Jack-in-the-Box, Pepsi, Tropicana…?
It would have been better if they left off the J. —– Ack in the Box —–It would be good for the drunks on there 2 AM trip home.
Didn’t they ‘try this before’ and called it MONTEREY JACK????
nothing is the same there from back in the day but the tacos.. thats a shame . i pee on that place now. .bring back all the old stuff from the 80’s. not just for nostalgic reasons, but because it was a nice change of pace from mcd. it may just be me but all these changes are just turning it into a different restaurant.. they might as well change the name while theyre at it..
Leave the old logo and save some$$$!!
I miss the Chicken Ceasar Pita. Man, that thing rocked! I would grab one at the drive thru on my way home after surfing for a couple/few hours. It was quick and tasty. And at least it wasn’t breaded and deep fried. You’d think they’d leave something a bit healthier like that on their menu. Go figure.
i feel like i’ve seen this logo before on another brand… quicksilver or something? it’s very familiar. that said, this looks like the logo of a skate or surf company.
relax normancay……….. Jack in the Box is one of the worst food chains in my opinion and shame on you for digging on someone’s opinion and experiences at the location. You were not there with me.
Immigrant or not, you have to communicate with all customers. If they spoke two languages, GREAT, all the more power for them. At least communicate. Shakesperean english? gimme a break
I love the Asian Chicken Salad. I hate the tacos. The burgers and chicken sandwiches are just okay.
wekhum do yack in eh baux. ken eye tick yer ordear?
You’ve got to be kidding me. This is news???
Bring back the apple turnover. They were the best ones around.
Frings, Please!
I want to see Jack’s wife naked!!! YEOW!
now how about improving the tacos?
Why couldn’t they call it”Phil in the Box”?!
“You’ve got to be kidding me. This is news???”
Yes, it’s fast food news posted on a blog about fast food.
They need to bring back the Hot Ham & Cheese on poppyseed buns.
If you are saying not to do this because of the economy, you should be slapped in the mouth.
If companies didn’t do stuff like this, and everyone else continued not doing anything, it would just lead to more job loss. I say good for them, and anyone who says otherwise is an absolute retard. I’m looking at you leeca.
I like Jack’s the way it is, but who knows, maybe it will be even better.
How much ya wanna bet Phil get’s fired?
What ever you do DON’T GET RID OF “jACK” He is “Jack in the Box”
I love his commercials. It’s fun to see how he makes fun of the
corporate things, that other restaurants do. Maybe you should change
the name to “KING JACK” Maybe not, Hmmmmmmmmmmmm
Well just keep the food good and have a few specials now and then.
I’m ready to eat, tell Jack I’ll stop by on my way home. I have a “Jack
in the Box” across the street from where I live in Palmdale,CA. Oh wish Jack well for me, will you ??
Ed
The logo looks like it was stolen from Virgin Atlantic/ Virgn America. It looks fine but seems like a mismatch with their menu and previous marketing. I often find that JITB has great ideas but the quality of ingredients and execution sometimes don’t measure up. Although I like the tacos and I’ll be happy if I never see the ingredient list.
Actually, spending on construction projects would be really good for the OC economy. No one’s renovating their house right now, that’s for sure.
The new logo reminds me of the Jack Johnson CD cover. It’s kind of cool, but the “in the box” at the bottom looks a little stupid.
I miss their taquitos!!! And I like their tacos and won’t apologize for it.
I am way over sliders, though - didn’t that go out of vogue about 5 years ago?
i am glad hes better now!!!he recovered and back in business
I am a Graphic Designer, and I think the new logo is almost a throw-back to a 70’s look. It’s not bad!
I am just glad they’ve decided to keep ‘Jack’ as their spokesperson, and not rename the restaurant ‘Monterey Jack’!
I couldn’t agree more with Julie Scott and Kris. That’s pure ignorance to say that a company shouldn’t hire new designers, hire sign companies, give jobs to construction people all because the economy is supposedly bad. Good grief, it sure is amateur hour around the OCR once again.
As for the logo itself, y’all can’t even remember Jack’s Surf Shop? That’s what it looks like. However, it’s nicely done and if any of you had any design sense, you’d know that.
And as for why companies change their logos? Hello, it’s called updating and keeping fresh and relevant. Again, amateur hour I guess… take a business class.
Love their tacos and banana strawberry smoothies!!!
bring back the steak sandwich!!! i cannot belive nobody mentioned it from the 70’s great drunk snack!!!
It’s about time they took out that “Jesus Fish” out of the “OX” in “box”
typical subliminal messaging.
Now i wont feel like going to church after i eat a Chicken sandwich.
I miss the old logo.