Jif’s new logo is a rebrand done right

Jif, a brand owned by J.M. Smucker, has just rebranded for the first time in 30 years, marking a notable example of how to modernize a beloved brand. The updated branding will be rolled out across all Jif products starting this fall and includes a new wordmark, logo, fonts, and photography. A new campaign, "Every Jif'ing Thing," has been launched to highlight the spread's various use cases, such as smoothies, yogurt bowls, and peanut noodles.

Marketing Dive reports that while 85% of consumers could recognize the Jif logo by its red, blue, and green stripes, the brand mostly associated it with peanut butter and jelly sandwiches. Jif's new look aims to convey that it's not just a component of your kids' favorite sandwich—it's also a natural complement to an apple slice, rice cake, cracker, or simply enjoyed from a spoon.

The brand's approach to its rebranding is notable as it focuses on subtlety and staying true to its funky lettering, which helps it maintain recognizability while appearing more modern. Jif, with its bold, easy-to-read font, had an advantage in not needing extensive changes, but it still managed to remove quirks like an oversized jot above the "i" in its previous logo.

The new version keeps most of the original design but with less-invasive tweaks like removing the drop shadow and serifs. To signal its repositioning, Jif relies on the new photography of its products to convey its beyond-PB&J expansion without alienating its cross-generational fans. The rebranding showcases the idea that the best rebrands are often about restraint.