Friday, March 06, 2009

Jack's Back With New Logo

The Jack in the Box ad campaign that started during the Super Bowl with Jack being hit by a bus has now resulted in a new Jack in the Box logo being unveiled (and Jack being released from the hospital).
The new logo prominently features the name "Jack" in script lettering above a simpler, low-key "in the Box," with the swooping tail of the "k" in "Jack" mimicking the large, red smile of the chain's icon.
Here's the new logo:

Another redesign will be coming on February 16, when there will be a new website. This is really a long time coming. While most of the other fast food restaurants have taken their websites to the next level with interactive features, Jack's website has started to look a little stale. (By the way, another exception to these improvements is McDonald's; their website is still pretty basic, too.)

Terri Graham, senior vice president and chief marketing officer for Jack in the Box Inc says, “We’re committed to re-energizing our brand through a comprehensive restaurant re-image program, the introduction of an updated logo, and continued menu innovation that will provide our guests exciting new products they can order anytime day or night. Jack in the Box is one of the only major QSR chains that offer its full menu all day.”

Changes will include the new logo, new website, a restaurant 're-image program,' menu innovation, and social networking.

Regarding the menu, "Later this month, Jack in the Box will launch a new product platform with the introduction of Mini Sirloin Burgers, which feature a trio of all-sirloin patties topped with American cheese, grilled onions and ketchup served on bakery-style buns reminiscent of Hawaiian sweet rolls."

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