Hasta La Ideas

Jack in the Box a favorite burger joint on the west coast has finally come out and released it’s new logo designed and developed by Duffy Partners. For the last couple of months they’ve gradually introduced the new logo in select locations. Brand New offers a great write-up of the re-design.

Before we pick this particular logo apart, dig this hysterical interlude: Philly folks may find this clip especially amusing:

The new mark for Jack in the Box feels quite unresolved. The primary criticism stems from the separation of the title in and below the ‘box’ which seems to convey two separate ideas and therefore devoid of integration. The techie type treatment of ‘in the box’ is misguided and doesn’t relate to the other elements of the logo. The dimensional box and the script font may work as separate ideas, but the end result is a losing combination.

And let’s not overlook the intimation of a smirk at the tip of the ‘k’ in ‘Jack.’ This new emotive trend that we’ve also seen in the re-brands of Pepsi & Kraft Foods is one we’d like to see end frankly (unless it’s executed with a tad more savvy approach).
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