The Philippines-headquartered Jollibee Group, one of the world's fastest-growing restaurant companies, has officially launched its evolved corporate brand, marking a major milestone in aligning the company's global growth strategy with its long-standing values and vision.

Fresh from introducing the new corporate brand to employees worldwide, Jollibee Group global president & CEO Ernesto Tanmantiong brought the story behind the evolution to life for more than 270 global and local suppliers, highlighting how the brand reflects the company’s bold ambitions and purpose-driven growth.

More than a visual update, the new corporate brand embodies the company's purpose of spreading joy through superior taste and underscores its evolution into a modern, purpose-driven global enterprise. The updated identity brings greater consistency across the company's diverse portfolio of 19 brands.

“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,” says Tanmantiong. “Superior taste is not just what we serve, it's the reason our brands resonate across cultures and markets.”

While its registered corporate name remains Jollibee Foods Corporation ( PSE: JFC ), for branding and marketing purposes the company will now be using the Jollibee Group branding in its external communications and stakeholder engagements. This brand evolution also includes a reimagined visual identity, updated brand architecture, and a unified naming convention.

This initiative is designed to support the company's business, attracting new franchise partners and investors, enhancing connections with talents, and reinforcing the Jollibee Group's credibility as a trusted, values-driven partner.

Tanmantiong highlights JoyMark, the icon in the company’s new logo that symbolizes momentum, movement, and unity. It is tilted at 8 degrees as a subtle tribute to Jollibee Group’s incorporation year, 1978.

“Our purpose is more than an internal compass, it's our strategic advantage,” Tanmantiong adds. “It unites our people, inspires brand loyalty, and strengthens our connections with communities around the world.”

The enhanced corporate brand was first introduced to employees and key partners during the company's internal launch, supplier summit, and annual stockholders' meeting. It is now being rolled out externally across global business media platforms and corporate channels.

“As we scale globally, we're 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,” Tanmantiong says. “This refreshed identity is a powerful expression of who we are and where we're headed.”