2D Goes 3D

A commonly used strategy in contriving a symbol for a business is to find a way to visualize literal components of your name or the services you provide. Think trees and leaves for environmental groups, keys and locks for locksmiths, etc. So if Jack is in fact in a box, why not make the box 3D instead of 2D? Fast food chain Jack in the Box, headquartered in California and with most outlets on the West Coast, is well-known for its cheeseburgers and Americanized ethnic foods. With an already nationally-recognizable mascot, the big-headed Jack, and humorous TV ads, the chain recently decided that Jack's square of a box wasn't realistic enough. The new logo, designed by Duffy & Partners, is much more saavy, sleek, and expensive looking--a big departure from its previous familial, cutesy look. While I definitely like the 3D change, I miss the charm. My other criticisms: What's with logo's obsessions with sneaking in so-called "smiles" into logos recently? Too bad Pepsi took the lead in that race. Why did they separate Jack from "in the box" if it's really one phrase in our culture? The typography below the 3D box looks way too space-aged for me to associate the chain with comfort and stick-to-my-stomach goodness.