It is understandable that computer users who encounter this acronym for the first time might well assume that since the “G” stands for “graphic,” gif should similarly be pronounced with an initial hard g, as in go and give. However, the inventor of the format, Steve Wilhite, has insisted from its introduction at a computer conference in the late 1980s that the pronunciation is [jif] /dʒɪf/ (Show IPA) with an initial soft g, as in gelatin and giant. That pronunciation is even part of the official specifications for the format and is the one used by many computer gurus, but both pronunciations are commonly in use.