The Jollibee Group, one of the world’s fastest-restaurant companies, has launched its evolved corporate brand—marking a significant step toward aligning its global growth strategy with its values and vision.
This rebranding goes beyond aesthetics. It reinforces the Group’s purpose of “spreading joy through superior taste” while solidifying its identity as a modern, purpose-driven global company. The unified visual and strategic identity now connects all 19 brands in the Group’s portfolio.
“At our core, we are here for one reason—spreading joy through superior taste. This purpose drives our innovation, defines our customer promise, and fuels our momentum,” said Jollibee Group Global President and CEO Ernesto Tanmantiong. “Superior taste is not just what we serve—it is the reason our brands resonate across cultures and markets.”
While its registered name remains Jollibee Foods Corporation, the company is now adopting the ‘Jollibee Group’ identity for branding, marketing, and communications.
The shift includes a unified naming convention, and a reimagined visual identity.
JoyMark: a symbol of unity and momentum
A key feature of the new identity is ‘JoyMark’, the loco icon representing movement, momentum, and unity. Its 8-degree tilt is a subtle nod to the company’s founding year, 1978.
The rebrand is meant to grow the business by attracting new partners and talent, while building trust in Jollibee Group’s values.
“Our purpose is more than an internal compass—it’s our strategic advantage,” Mr Tanmantiong remarked. “It unites our people, inspires brand loyalty, and strengthens our connections to communities around the world.
The refreshed brand debuted at internal events and is not rolling out across global media platforms.
“As we scale globally, we are not only expanding our reach—we’re shaping a company known not just for business success, but for the joy and quality we bring to people’s lives,” said Mr Tanmantiong. “The refreshed identity is a powerful expression of who we are and where we are headed.”