# Jif's new logo is a rebrand done right After 30 years, Jif's rebranding is a successful example of modernization while preserving brand identity. - **Source:** [Fast Company](https://www.fastcompany.com) - **Published:** 2026-08-15 - **Topic:** [Design & UX](https://brifing.si/c/design) - **Original article:** - **On Brifing:** https://brifing.si/s/367872ce-663f-4ff8-ad7a-877dfa12f0b8 ## Jif's 30-year transformation Jif has rebranded for the first time in 30 years. This rebranding stands out by modernizing the brand while preserving its unique character. The historical identity of the brand was considered during the process. This was an important step for consumers with brand loyalty. ## Restraint in rebranding Jif's rebranding process emphasizes the importance of preserving brand identity. While many brands risk losing their uniqueness by going overboard, Jif managed this risk skillfully. The rebranding modernized the brand's appearance while maintaining the familiar features consumers love. ## Modernization in design Jif's new logo aligns with modern design trends while preserving the brand's unique character. The colors and typography used in the logo respect the brand's past while offering a contemporary look. This allows the brand to appeal to both old and new consumers. ## Consumer reactions Jif's rebranding process received generally positive feedback from consumers. Preserving the brand's unique character increased consumer loyalty. The rebranding modernized the brand's appearance while maintaining the familiar features consumers love. ## Preserving brand identity Jif's rebranding process highlights the importance of preserving brand identity. The brand's historical identity was considered during the process. This was an important step for consumers with brand loyalty. The rebranding modernized the brand's appearance while maintaining the familiar features consumers love. ## Challenges of rebranding The rebranding process requires modernizing a brand's appearance while preserving its unique character. The brand's historical identity must be considered. Jif's rebranding process is a successful example of overcoming this challenge. ## Brand loyalty and rebranding Jif's rebranding process was an important step for consumers with brand loyalty. The rebranding modernized the brand's appearance while maintaining the familiar features consumers love. This allows the brand to appeal to both old and new consumers. ## The importance of rebranding Jif's rebranding process highlights the importance of preserving brand identity. The brand's historical identity was considered during the process. This was an important step for consumers with brand loyalty. The rebranding modernized the brand's appearance while maintaining the familiar features consumers love. ## Sources covering this story - https://www.fastcompany.com/91590609/jifs-new-logo-is-a-rebrand-done-right — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._