Jack & King's brand identity appeals to hipsters with an adventurous spirit and the love of seafood. Inspired by the Paris pattern playing cards, aims to give the logo a classical, vintage, and established feel, the logo represents the Jack and King of the deck.

Jack is Hector from Jack of Diamonds, depicted wearing a knight suit with fish-ornamented cape, enjoying the deliciously fresh crab. While the King is Alexander the Great of King of Clubs, wearing the king's robe ornamented with ship's wheel. He is also enjoying seafood of his choice, a lobster. Both are historical figures with great virtue, to give the logo a sense of serving only the best food to the customers. And hopefully Jack & King's will also do great for years to come.

The logo uses blue as its main color to give it the fresh look as well as a symbol of trustworthiness that the food in Jack and King's is fresh and delicious. Between Jack and King is divided with waves to give the logo the "ocean vibe".