Kirkkitsch’s Blog

Evolution of a Fast Food Icon + Retro Crunch
August 26, 2010, 6:00 am
Filed under: Food, Pop Culture

The other morning I was killing time while Chumley was at the groomers, and since there’s not a heck of a lot open at 7am, I went to Jack in the Box and had breakfast. I noticed the placemat on the tray had a timeline of the Jack in the Box logo and really got a kick out of it. I have very fond memories of the seventies/eighties era Jack in the Box logo.

Looking over the “evolution” of Jack in the Box’s logo, it saddens me to see that they’ve become “too cool” to associate themselves with their icon’s roots. I realize they’ve kept “Jack,” but it’s a far cry from its original concept. I guess they convinced themselves that they were “thinking outside the box” by getting rid of it altogether. Whatever the case, I miss the colorful, fun logo of the 70’s & 80’s.

Oh! And while we’re on the concept of retro pop iconography, have you seen the latest Cap’n Crunch cereal boxes?! I was really excited to see the original Jay Ward version of the good ol’ Cap’n I grew up with, back on the shelves at Target! As an added bonus, on the back of each box are two “collector’s cards” featuring all the old characters that no one seems to know anymore: Jean LeFoote, Sea Dog, Harry Hippopotamus, Smedley the Elephant, Chockle the Blob, The Crunchberry Beast, etc!! Color me happy! “Crunchetize me, Cap’n” can suck it!

[ Click image for more detail ]

4 Comments so far
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I got a kick out of that Jack In The Box tray liner, too. And I went out of my way to buy one of those great retro Cap’n Crunch boxes. We must be twins, Kirk!

Probably my favorite is the abstract clown head logo from c.1983. Jack was probably hoping that design would be their Golden Arches, but it never stuck and they put the words back in.

Comment by Matt

Viva les twins! 😉 I am SO tempted to buy the Peanut Butter Crunch, if only for the cards on the back! LOL! I don’t even like the cereal!! P.s. Have you seen the retro Trix box?! I love it, and it too has a cut-out on the back of the box!!

Comment by kirkkitsch

Just checking in and hope all is well with you, Kirk.

Comment by Cindi

Thank you, Cindi! I just haven’t really felt like blogging lately, for a bunch of reasons. I’m back now, though. Hopefully I can make up for lost time! Thanks for taking the time to comment. I appreciate it. 😉

Comment by kirkkitsch

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