Both “jif” (soft G) and “gift” without the final T (hard G) are used for GIF, and Oxford’s pronunciation guidance accepts both. GIF’s creator, Steve Wilhite, preferred “jif”; that historical preference does not make the widespread hard-G pronunciation wrong.
How do you pronounce GIF?
Say it with either a soft G, like “jif,” or a hard G, like “gift” without the final T. John Simpson, then Chief Editor of the Oxford English Dictionary, said in an Oxford University Press account: “Both pronunciations are in use.” He also noted that hard-G pronunciation is “now very widespread and readily understood.” Oxford University Press, 2013
Why did GIF’s creator say “jif”?
GIF stands for Graphics Interchange Format. Computer scientist Steve Wilhite developed it while working at CompuServe; TIME dates its development to 1987. Wilhite preferred the soft-G pronunciation. His explanation was a playful reference to the Jif peanut-butter tagline, “choosy mothers choose Jif.” TIME
Wilhite made the preference explicit at the 2013 Webby Awards, saying, “It’s pronounced JIF, not GIF.” He later told The New York Times, as quoted by TIME: “They are wrong. It is a soft ‘G,’ pronounced ‘jif.’ End of story.” These remarks establish what the creator preferred; they do not settle how everyone else uses the word.
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Does the G in “Graphics” mean GIF must have a hard G?
No. “Graphics” is a common reason people give for pronouncing the acronym with a hard G, but the initial sound in one word does not, by itself, determine how an acronym is pronounced. Oxford’s guidance recognizes both forms rather than treating the spelling as decisive.
Which pronunciation should you use?
Choose either form. If you use GIF as both a noun and a verb, Oxford recommends keeping the pronunciation consistent between those uses. For example, say either “a jif” and “jiffing” or “a gift” (without the T) and “giffing.”
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What do pronunciation surveys say?
TIME reported that a 2014 survey of more than 1,000 Americans, conducted by eBay Deals and a digital marketing agency, found nearly 54% chose the hard-G “gift” pronunciation and 41% the soft-G “jiff.” That is a reported result from a US sample, not a measure of all English speakers; TIME’s account does not provide the survey methodology. TIME’s account of the survey
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