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Jacob’s biscuits has just launched a new logo design and packaging in order to bring it up to date ready for the start of a £10 million campaign.
This is smart and charming update, keeping an air of the built up heritage but bringing it into a new era. That said I’m unsure whether dropping the reference to ‘since 1885’ is a mistake or not.
As you’ll see from the previous logo design below it was overdue a refresh and the above works perfectly in my mind. The designers have added a new strapline ‘Baked to delight’, retained the black diamond and removed the apostrophe in order to simplify.
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