Jif’s new logo is a rebrand done right

The useful part

Jif just rebranded for the first time in 30 years, and it's a (rare) example of how to modernize a beloved brand without killing its quirk. The updated branding will appear across all of Jif's products starting this fall, and includes a new wordmark, logo, fonts, and photography. On August 10, Jif dropped a new campaign called "Every Jif'ing Thing," which highlights the spread's many use cases—think smoothies, yogurt bowls, and peanut noodles.

How it works

• The brand told Marketing Dive that while 85% of consumers could recognize the Jif logo by its red, blue, and green stripes, they mostly associated it with peanut butter and jelly sandwiches.
• In an era when brand refreshes are in vogue, what stands out about Jif's evolution isn't what's changed, but what's stayed the same.
• The brand has smartly taken an ultra-subtle approach with its wordmark, and, by staying true to its funky lettering, it manages to look more modern without losing recognizability.
• <img loading="lazy" decoding="async" height="576" width="1024" src="https://images.fastcompany.com/...