Jif’s new logo is a rebrand done right

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 broad...