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Welcome to Jack’s World

A donkey leaning over a white border with its chin and a red, texture background with an image of a car behind it.

You don’t know Jack. But you’re about to.

Hey there—I’m Jack, the kicking donkey from Haffner’s. Haffner’s started in 1925, and I joined the logo in 1948. But let’s cut to the chase on why I’m still kicking around.

Donkeys are humble, hardworking, and safety-minded—just like the folks at Haffner’s. We’re known for sensing danger and standing our ground. Some call it stubbornness—we call it self-preservation. We’re also night owls (well, technically we don’t sleep much), which makes us perfect mascots for 24/7 emergency service. Up at 4 a.m.? Call me. I’ve got big ears and I’m all ears.

Bottom line: I’m here to serve, just like Haffner’s has for nearly 100 years. Donkeys make loyal friends and hard workers—and now, you know Jack.

From a standing donkey in the 1940s to increasingly dynamic kicking poses, this series of black silhouettes traces the evolution of Haffner's "It Kicks!" logo through the years.

Evolution of the donkey

1940s - The Classic Donkey

This early design featured a standing donkey, symbolizing reliability and trust. At the time, Haffner’s was establishing itself as a key player in the heating oil and fuel industry, and the donkey served as a recognizable mascot before the introduction of its now-iconic kicking motion.

1950s - The Original Kick

The first kicking donkey appeared, along with the phrase "It Kicks!" This was a direct reference to the high-octane gasoline Haffner’s was offering at the time. The energetic design reinforced the idea of strength and performance, setting the tone for the company’s bold branding.

1960s - The Streamlined Silhouette

As Haffner’s expanded its footprint, this version introduced a cleaner, more recognizable shape, making it ideal for signage and branding. This decade saw significant growth in the number of Haffner’s gas stations, requiring a more versatile and scalable logo.

1980s - The Modernized Kick

The design became sleeker and more refined, capturing movement and energy. This coincided with Haffner’s expansion into car washes, diversifying its services while reinforcing its reputation for quality and convenience.

2000s - The Aggressive Kick

With a sharper, more exaggerated motion, this version reflected Haffner’s entrance into the propane business. As the company continued to expand its offerings, the brand image evolved to showcase a more dynamic and energetic identity.

2015 - The Refined Power Kick

The most polished and modernized version of the kicking donkey, symbolizing strength and tradition. This period marked the company’s most significant wave of acquisitions, bringing multiple businesses under the Haffner’s name and solidifying its regional presence.

These Are a Few of Jack’s Favorite Things

A Haffner's oil delivery truck with the driver pulling a hose toward a wooded area and an image of Jack the donkey on the back of the truck with a conversation bubble that says "Honk if you like donkeys."

Jack in the Wild

Look for me on Haffner’s trucks in your travels. Honk and wave when you see me.