Jif’s new logo is a rebrand done right

It’s a reminder that oftentimes the best rebrands are about restraint.

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. Together, these efforts are part of a broader repositioning plan from Jif. 

The brand told........

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