A ‘Jack’ed Up Logo Redesign

I have one thing to say about the new Jack-in-the-Box logo:

Only a   ass would like this redesign.

If you haven’t seen it yet, check out the Brand New writeup about it and you will also notice a barrage of negative comments regarding the design (just to give my view point a bit more credibility).

Clearly, I have an opinion on the matter, and here she is:

  * To me, it reads: Jack…………………………….in the box. That blank space in the middle is really awwwkwaaaaaaard.

  * Because of the awkward spacing, I can’t seem to think of anything other than that famous SNL skit when I see it (of course, replacing male genitalia with “jack”).

  * Maybe I’m a pervert, but when the logo or company name isn’t read as a complete sentence, “Jack………………in the box” just sounds gross. I don’t think I want to eat that.

  * It seems redundant. “Jack” is written in a box, and then below this, it states “in the box.” It appears that someone took a page from those brain teasers we were given as kids and failed to actually execute. As a child, I would get this one wrong and probably think the answer was “jack in the box in the box!” Then I would have been beaten with a ruler.

  * In general, this new logo has a feeling that I would never attribute to a fast food chain (maybe that’s the point?). It feels disjointed to me. Unless they are planning to roll-out restaurant type establishments, this just does not work.

I also think they are setting themselves up to be ridiculed to the highest degree. For the sake of sharing information, I am going to ahead and demonstrate every possible word combination which can be made using a portion of their new logo, for your enjoyment:

sh*t

off

Nicholson

and Jill

rabbit

Free (the movie)

the Ripper

Lumber

Russell Terrier

Flaps

Does this et make me look fat?

Wow, rough. (Did I miss any?)

The rest of the Forty Team will now Hi this post:

Sunny Thaper – “It makes me want to punch myself in the face so hard that both my great grandmother and my great grand kids feel it.”

James Archer – “What kind of bizarre box is that anyway?  Look at the rounding on the end corners compared to the relatively pointy center corners.  I’m just not sure how to imagine this box in three dimensions. And does it really just say ‘Jac’ on one side?”

Amy Lamp -”First reaction: No. But a major logo change is hard for people to accept – I resented the new UPS logo until it grew on me. What I’m really curious about is whether Jack in the Box will change their product to better reflect this new logo. I hope they can bring this future-thinking sense to the quality of their food and menu. Now, who’s up for some techno clubbing?”