Jack In The Box Rebrand

old
new

I hate the new Jack In The Box logo. If I didn't know any better I would say this was a modern furniture company rather than a fast food burger joint. Don't get me wrong, I don't have anything against good burgers. But I don't like it when good ol' greasy goodness masquerades behind modernism.

The agency who created the new ID is Duffy & Partners. Overall, their work is really excellent. I especially liked the "25 years of logos" section on their site.

*What I want more than anything in this world is a Jack In The Box in Miami.