Jiffy Lube Breaks Down

Jiffy Lube, the quick oil change company, decided it was time to update their highly recognizable mark and go horizontal. Jiffy Lube was founded in 1979 and was the first company to have a drive through service bay — signaling a new trend in the business of oil-changes.Jiffy Lube has evolved over the years to change with its ever growing market. No more are the days of just oil changes; now many services are offered to draw more people to Jiffy Lube’s powerful name recognition. Perhaps the name recognition drove the new redesign as the new mark (and signage) is predominately typographic. Removing the type from the symbol was a great start for Jiffy Lube, however, something was lost in translation. The new typography has a wonderful ligature but is lacking in other details (such