A New Look For Tired, Old Jack05/13/2009 at 12:58 | Posted in Critique, Design, Logo | Leave a comment
Tags: burgers, fast food, jack in the box
Jack in the Box has always been a bit of a mystery to me. Maybe because they’re weren’t any in Florida. Maybe it was those ubiquitous antenna balls. Maybe it was because the only thing I really knew about them was that a contamination in their meat claimed the lives of a few people a decade or so ago.
In any case this mystery was never really filled me with the warm-fuzzies. However, I recently came across the new Jack in the Box logo at the end of one of their commercials and it stuck me as being fairly attractive, something refreshing, something a little different from this stale fast food brand.
Jack in the Box is one of those companies that exists in the hinterlands of public awareness, yet somehow manages to stay around despite being an arguably average fast food joint with nothing really going for it save a decent, if tiresome marketing campaign. This is exemplified in their old logo which looks sorely dated and stale. The typeface is clunky and inconsistent letterforms are a metaphor for the brand itself. In a word, blah.
By contrast, their new logo seeks to capture a sense of nostalgia while keeping an eye on the future. In a simple and literal twist, they have added dimension to their once lifeless symbol reinforcing the idea of a “box” while giving it a dynamic quality. Touches such as the rounded outside corners and simple two-color design help recall the old logo while giving it a bit more life.
The typeface used for “Jack” has an attractive, retro, hand-lettered look common in advertising in the late 1950’s and 60’s. It lends a feeling of timelessness and simplicity (two ideas that seem to be cropping up in this economic climate.) The sweeping leg of the “K” even seems to suggest a bit of a smile.
But not everything is rosy with Jack. Once you get past the refreshing icon, you’re stuck with the rest of the logo, presented to you as an afterthought in a simple, almost futuristic typeface. While it could not have been simply shoved into the cube, there could have been more of an effort to make it part of the logo itself rather than just hanging out, all alone down there.
Only time will tell if a tweak of the logo can reel them in from the edge of fast food obscurity.