Rumors are swirling that Jack in the Box will be unveiling their new logo on their Rose Parade float in Pasadena on New Years Day.  Earlier this month Jack in the Box started testing new logos in the San Diego market, with people reacting unfavorably to the chic new burgundy logo.

Personally, I think it’s genius if Jack in the Box does choose to use their Rose Parade float as a way to launch their new logo nationally.  It is innovative and totally different that what anyone in the QSR market has done before.  I think that the audience is comprised of the right demographic for them and I think it is great exposure no matter if people love the logo or hate it.  It will definitely produce a lot of PR.

What do you think? Is this a smart move by Jack in the Box or do you think it will negatively affect the rebranding process?

Current Logo

Potential new logo

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