Confusion about Pronunciation of gif

It is pronounced 'Jif'.

Would you believe there is even a web page devoted to the pronunciation?!?!

http://www.olsenhome.com/gif/ The GIF Pronunciation Page

The documentation for version 8.33 even states:

"The GIF (Graphics Interchange Format), pronounced "JIF", was designed by CompuServe and the official specification released in June of 1987."

Having said all of that, depending on who I am talking to I refer to it with a hard 'gee' sound. I think you could make yourself sound like a bit of a 'gerk' referring to it with a soft 'juh' sound. :-)