Jollibee Group unveils revamped corporate identity

Jollibee Group has officially launched its refreshed corporate brand identity, marking a new chapter in its global growth strategy with the unveiling of its new logo, the 'JoyMark'.

The evolved branding aims to unify the company’s expanding portfolio under one vibrant symbol, reinforcing its core purpose of “spreading joy through superior taste.”

The 'JoyMark' is a stylised representation of the letter "J", designed to embody movement, momentum, and unity. It visually captures the brand's energy and optimism while reflecting the spirit of togetherness across the group’s various restaurant concepts.

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“Our corporate brand identity represents our deep commitment to our purpose, spreading joy through superior taste, and reflects the strength of our brand portfolio,” Jollibee Group said on its social media pages, in announcing the new corporate identity.

“We're taking this vibrant identity forward as we bring the joy of taste to every consumer and share the joy of success with our franchisees, our partners, and our people," it added. 

The refreshed branding arrives at a time when the company is pushing for global expansion while strengthening brand equity across markets. Founded in the Philippines in 1978, Jollibee Group has grown into one of the world’s fastest-growing restaurant companies. It operates over 9,700 stores across 32 countries, encompassing 19 brands, including Jollibee, The Coffee Bean & Tea Leaf, Tim Ho Wan, and Smashburger.

Moreover, the new corporate identity aims to unify these brands under a shared vision and reinforce the company's dedication to delivering joyful experiences to customers worldwide. The launch video also teased more updates to come, as the group gears up to further integrate the new identity across its global footprint.

The brand refresh arrives as Jollibee steps up its global expansion. At Digital Marketing Asia 2024, global chief marketing officer David Beal said localisation remains central to its growth strategy, describing the challenge as “a team sport with moving goalposts.”

The group continues to tailor its offerings to suit regional tastes - introducing 'sambalghetti' ('chilli paste spaghetti') in Malaysia and sweet chili chicken in Vietnam - while maintaining its core brand values. In several markets, local customers now make up the majority of its base, a shift that Beal said reflects the effectiveness of its localisation efforts.

In the UK, Jollibee has turned to TikTok and Instagram to connect with younger audiences through culturally relevant content. Meanwhile in Singapore, menu innovation is paired with the brand’s hallmark family-friendly experience.

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