Jack in the Box
Posted: March 10th, 2009 | | 2 Comments »If a Brand is what other people say about you, and not what you say about yourself, and Advertising is what companies say about themselves, then it is extremely difficult, expensive and time consuming commitment for a established company to go through a true “rebrand”, if they choose to use only Advertising, because you are having to talk about yourself a whole lot to change what people already think or have experienced.
At the same time, it isn’t just visual, or design. There is an intangible of who a company is, or what they are like that has to be “re-communicated” through some effort.
Case in point, how much will Jack in the Box will have to do for me to forget the “bad meat scare” in the 90′s. A new logo isn’t going to do it, and funny commercials won’t either.
People don’t forget, and they like to talk and it is a good thing there weren’t blogs, twitter, and facebook when the meat scandal went down…
The thing that bugs me about the Jack in the Box “rebrand” is how utterly unnecessary it was.
It’s understandable to see an opportunity to redesign or update something that was poorly designed to begin with. JiTB in particular just needed a refresh of their look. The logo itself was great — iconic, easy to recognize and well-designed with quirky nuances that could only be picked up by a few.
I’ve been a huge Duffy fan ever since I was a student, but what’s up with that techno-type at the bottom?
Sad.
i hate the word brand.