Cracker Barrel New Logo

[roadman65]

Anyone like it?

To me it's plain.  I actually had no issues with the old logo.

[Henry]

I like the old logo better, and TIL that the man sitting in the chair beside the titular barrel is named Uncle Herschel, who was a relative of the company's founder. Any logo that is an homage to something or someone is good to me, so the old one wins.

[LilianaUwU]

Y'all are a bit late. They said they were going back to the old logo after the backlash.

[Max Rockatansky]

The new logo is already dead:

https://m.facebook.com/story.php?story_fbid=pfbid0K8zB2baBKhGRmHakF6L9EMkFS4vfqMuWegSmUP9Tzx4wdDvwmgEQei5TeJF6Hkekl&id=100064423520342&mibextid=wwXIfr

Is this a New Coke-like marketing ploy?  One has to wonder given how the Cracker Barrel stock price skyrocketed after the announcement that the new logo was dead.  That and a large portion of the populace is suddenly talking about the brand.

[LilianaUwU]

Also, of course people who had nothing to do with the decision are taking credit for the revert, even though it wasn't just them that hated the new logo. For one, I absolutely despise the oversimplification of logos that has resulted in most brands having the same goddamn font...

[kphoger]

Anyone like it?

To me it's plain.  I actually had no issues with the old logo.

Why on earth would you start a thread about this topic, ask that question, but not show us the new logo?

I have no opinion about the new logo, because I have zero clue what it looks like.

[Scott5114]

Anyone like it?

To me it's plain.  I actually had no issues with the old logo.

Why on earth would you start a thread about this topic, ask that question, but not show us the new logo?

I have no opinion about the new logo, because I have zero clue what it looks like.

Since this somehow has become a political issue for some people, Christopher Bates of Electoral-Vote did a piece on it today. I thought this particular point he made was insightful:

The point here is that Cracker Barrel is fighting a very uphill battle; their shtick is basically 1940s nostalgia, along the lines of the show The Waltons. That, plus mediocre food [NB: in the previous paragraph, he was talking about a similarly-themed local restaurant he contended had better food], might work out OK as long as there are people around who fondly remember the 1940s. But there aren't too many people like that anymore. So, it's innovate, or die (though it might well end up being innovative, and die anyhow).

[Rothman]

Well, the food is mediocre.

[LilianaUwU]

Since this somehow has become a political issue for some people

2025 in a nutshell.

[Bobby5280]

I think many of the people outraged by the new (and now rejected) Cracker Barrel logo design were just looking for something to bitch about. Way too many Americans are just wanting to be triggered by something. It's pretty telling when some of these wannabe experts in graphic design were calling the new logo "woke."

That's not to say the new/rejected logo design was great. The new design is kind of bland looking. It's what some people call a "word mark" rather than a "logo." But it had two positive aspects. One: it's more functionally legible than the previous Cracker Barrel logo. Two: the design is a single, unified element. The old logo is definitely not.

The old logo is more of a graphical illustration. The graphic of the guy sitting next to the barrel may be a cherished design element by fans of that restaurant. But all the line work in that element makes it functionally suck ass on outdoor signage. That element cannot be clearly read at long viewing distances. Neither than that tiny "old country store" lettering underneath the overall design. And the primary "Cracker Barrel" lettering isn't that much better. Brand familiarity is the only thing that tips viewers off when seeing a Cracker Barrel sign at a far distance. Someone not familiar with Cracker Barrel isn't going to know what the hell it is until they're literally driving past the store.

Another problem with overly complicated logos: they suck when printed at small sizes. A very simple logo, like the Nike "swoosh" icon can be printed damned near microscopic in size yet still be recognizable.

Many restaurant chains are struggling financially. Many Americans are financially strapped and cutting back on discretionary spending, such as eating out at restaurants. Cracker Barrel arguably appeals to a certain demographic of the general public, a demographic that is aging. I think the attempt at a brand re-fresh and attempts to change the decor in restaurants was a ploy to appeal to potential customers under the age of 60.

[Scott5114]

Well, the food is mediocre.

I agree (in fact, I would go farther and say it's bad), but there are some people who are weirdly into it, and I didn't want people to latch onto that offhand remark by Prof. Bates and assume that he was just hating on the logo because he didn't like the food and miss the bigger point he was making. (Also, I know there is someone on the forum who spent a large part of his career working for Cracker Barrel, so I wanted to provide a little bit of context for his benefit, should he read the excerpt I quoted.)

That's not to say the new/rejected logo design was great. The new design is kind of bland looking. It's what some people call a "word mark" rather than a "logo." But it had two positive aspects. One: it's more functionally legible than the previous Cracker Barrel logo. Two: the design is a single, unified element. The old logo is definitely not. [...] Another problem with overly complicated logos: they suck when printed at small sizes. A very simple logo, like the Nike "swoosh" icon can be printed damned near microscopic in size yet still be recognizable.

How a logo looks at small sizes is very important in digital contexts as well. I've seen commentary that suggests that one of the motivations for redesigning the logo was probably so that it was more legible at the size of a smartphone app icon.

[kernals12]

I've never set foot in a Cracker Barrel in my life but watching people melt down about this has been absolutely hilarious.

[NE2]

It's a Malaysian highway shield. Cracker Barrel, more like Sharia Barrel?

[Max Rockatansky]

I've never set foot in a Cracker Barrel in my life but watching people melt down about this has been absolutely hilarious.

The memes and fake logos associated with all this have been top tier:

https://m.facebook.com/story.php?story_fbid=pfbid02BuQApiyu6TM5x8uujy9M3y1Wu8nTgyMxDenqu68eUegEV7vprADhcM4UcB8fKGD8l&id=100064829792698&mibextid=wwXIfr

[vdeane]

Well, the food is mediocre.

My experience with Cracker Barrel consists of three times getting takeout so that I can get the same meatloaf/mashed potatoes/mac and cheese/cornbread order that I used to get from Boston Market.  Quite frankly, Boston Market was better.

This also means that I have zero nostalgia for the logo or their decor, so I don't understand why so many people are screeching about the changes.

How a logo looks at small sizes is very important in digital contexts as well. I've seen commentary that suggests that one of the motivations for redesigning the logo was probably so that it was more legible at the size of a smartphone app icon.

Indeed.  Even taking out the barrel and Uncle Herschel, the old logo is completely illegible in digital contexts (like their Facebook profile picture).

[SEWIGuy]

We went to Cracker Barrell a few times in the 90s. It was decent back then. The decor was kinda hip in a retro way.

But it fell off of our radar due to their anti-LGTBQ policies...which were changed by the way.

The only time since then that we have been to one was after a 9am bourbon tasting somewhere in Kentucky.

[kphoger]

Thank you!  Now I can form an opinion...

Christopher Bates of Electoral-Vote did a piece on it today. I thought this particular point he made was insightful:

... their shtick is basically 1940s nostalgia ... That ... might work out OK as long as there are people around who fondly remember the 1940s. But there aren't too many people like that anymore. So, it's innovate, or die (though it might well end up being innovative, and die anyhow).

Cracker Barrel arguably appeals to a certain demographic of the general public, a demographic that is aging. I think the attempt at a brand re-fresh and attempts to change the decor in restaurants was a ploy to appeal to potential customers under the age of 60.

Two things, though:

1.  Even among younger folks, the old-timey-ness of Cracker Barrel is more than half the reason to go there—assuming they're not just a transplant from the South and itching for some fried okra.  The old-fashioned stick candy, the big front porch, all of that old-timey stuff:  that's, like, the whole point of going to Cracker Barrel.  People want to browse the store for a few minutes, eat, browse the store for another minute, take a selfie while they rock in a rocking chair for 25 seconds, and then go home.  Trying to downplay that stuff is a huge gamble, and in my opinion too big of a gamble.

2.  The new logo still looks old.  It's brown on orange, barely modifies the font, and there's nothing about the shape that looks modern.  If this is supposed to be a logo 'refresh', then the result sure doesn't look very 'fresh'.

Well, the food is mediocre.

I would go farther and say it's bad

My own take is that I can never find more than one or two items on the menu that I might even want to order.  At a restaurant like Cracker Barrel, I'm not really expecting better than mediocre, but I do expect a better selection so that, if something I order is pretty bad, then next time I can avoid that and get something else I like instead.  I just don't think there's enough variety on the menu for that, personally.  Of course, that has nothing to do with the logo.

Since this somehow has become a political issue for some people

2025 in a nutshell.

Way too many Americans are just wanting to be triggered by something. It's pretty telling when some of these wannabe experts in graphic design were calling the new logo "woke."

Wow.  Just wow.  4% of me wants to know how on earth people have made this a political thing or a 'woke' thing.  But the other 96% of me is perfectly happy to not try and find out.

It's a Malaysian highway shield. Cracker Barrel, more like Sharia Barrel?

Yes, it's a highway shield!  No, I suspect Cracker Barrel will not become a court of Islamic law.

The memes and fake logos associated with all this have been top tier

This is generally true of any logo refresh.  For example, with the recent Wal-Mart logo mini-update:

[1995hoo]

I saw something arguing that the old logo is important because it provides a pictorial for people who cannot read in that it includes a cracker and a barrel.

(I don't see what the big deal is either way. We often eat breakfast at Cracker Barrel when we visit our relatives in Broward County because there's one next door to the hotel where we always stay. The breakfast is decent. Never been there for any other meal. The logo doesn't seem like it would have any effect on the food.)

[kphoger]

I saw something arguing that the old logo is important because it provides a pictorial for people who cannot read in that it includes a cracker and a barrel.

You mean the white guy in the chair?

[ZLoth]

The nearest Cracker Barrel to me is about 12 miles north of where I live, but in my 6½ years of living in North Dallas, I haven't eaten there. There was a Cracker Barrel in Sacramento, but that has long since closed. (FWIW... I also haven't been to a Dennys since I moved to North Dallas.)

From what I understand, the food quality has gone downhill across the chain. That's... not good. There are plenty of mom-and-pop establishments that serve better quality food in this area. Also, when I travel, I try to avoid the chains that are established in my area and try the local restaurants because of the blandness of the chains.

[SEWIGuy]

The nearest Cracker Barrel to me is about 12 miles north of where I live, but in my 6½ years of living in North Dallas, I haven't eaten there. There was a Cracker Barrel in Sacramento, but that has long since closed. (FWIW... I also haven't been to a Dennys since I moved to North Dallas.)

From what I understand, the food quality has gone downhill across the chain. That's... not good. There are plenty of mom-and-pop establishments that serve better quality food in this area. Also, when I travel, I try to avoid the chains that are established in my area and try the local restaurants because of the blandness of the chains.

Sometimes you just want something you know.

[JayhawkCO]

The nearest Cracker Barrel to me is about 12 miles north of where I live, but in my 6½ years of living in North Dallas, I haven't eaten there. There was a Cracker Barrel in Sacramento, but that has long since closed. (FWIW... I also haven't been to a Dennys since I moved to North Dallas.)

From what I understand, the food quality has gone downhill across the chain. That's... not good. There are plenty of mom-and-pop establishments that serve better quality food in this area. Also, when I travel, I try to avoid the chains that are established in my area and try the local restaurants because of the blandness of the chains.

Sometimes you just want something you know.

I couldn't personally have a more opposite mentality.

[kphoger]

From what I understand, the food quality has gone downhill across the chain.

That might explain why others have a worse opinion of Cracker Barrel than I have, considering I haven't been there in more than six years, and only twice in the last fifteen.

[kurumi]

It's a Malaysian highway shield. Cracker Barrel, more like Sharia Barrel?

Nah, just different food.

"Boy, that Cracky Barrel nasi goreng is something special I tell you hwat."

"Rendang beef for me. The commercials don't lie. Sedap makan sekarang."

"Me, I gotta cut down on that roti prata. It's the coconut rice. Puttin' on some weight."

"Yup"

[JayhawkCO]

It's a Malaysian highway shield. Cracker Barrel, more like Sharia Barrel?

Nah, just different food.

"Boy, that Cracky Barrel nasi goreng is something special I tell you hwat."

"Rendang beef for me. The commercials don't lie. Sedap makan sekarang."

"Me, I gotta cut down on that roti prata. It's the coconut rice. Puttin' on some weight."

"Yup"

Rendang is a top 10 food for me. If Cracker Barrel started making it, I would actually seek out a Cracker Barrel.