Cracker Barrel redesign of "iconic barrel" logo faces backlash

American restaurant chain Cracker Barrel has faced online backlash for the redesign of its logo, which until recently featured a country salesman and a barrel and is now composed of a minimal gold background and lettering.

Cracker Barrel rolled out the new logo in late August as part of a larger rebranding effort across the nationwide country-themed chain, which also includes menu updates and remodels of 40 of its 660 locations, according to the Wall Street Journal.

In contrast to subtle rebrands from retail giants such as Walmart and Amazon earlier this year, the Cracker Barrel logo was almost completely overhauled by an internal team, save for its gold and brown palette and a similar typeface.

Reportedly designed by artist Bill Holley, the previous logo pictured Uncle Herschel, salesman uncle of Cracker Barrel founder Dan Evins, seated in a wicker chair and leaning against a barrel. The word mark Cracker Barrel spread out next to him in a dark brown serif font, on a background shaped like a bean.

The new logo completely removes the Uncle Herschel character. Instead, albeit in a similar font, Cracker Barrel is featured on a golden background that is shaped like a barrel.

According to the brand, the logo is "rooted even more closely" in its origins.

"Anchored in Cracker Barrel's signature gold and brown tones, the updated visuals will appear across menus and marketing collateral, including the fifth evolution of the brand's logo, which is now rooted even more closely to the iconic barrel shape and word mark that started it all," it said.

The rebrand has created backlash across media, spurring LinkedIn think pieces, X-posts criticising its "wokeness" and others lamenting the loss of its comforting, country aesthetic.

"Americans like 'familiar'," art director, critic and educator Steven Heller told Dezeen. "Whether it's an airline logo or a milk container. Such logos represent stasis and consistency. The only reason to change something like this is if there are other more demonstrative changes as well."

"Politically, [the backlash] suggests those folks who want to keep the Confederate flag – the same notion of respecting the past, but Cracker Barrel is less emotionally charged or historically toxic."

Several days after the release of the logo, Cracker Barrel issued a statement regarding the rebrand "making headlines", noting that the rebrand is part of a campaign to appeal to new customers.

"If the last few days have shown us anything, it's how deeply people care about Cracker Barrel," said the brand. "While our logo and remodels may be making headlines, our bigger focus is still right it belongs, in the kitchen and on your plate."

"We also want to be sure Cracker Barrel is here for the next generation of families, just as it has been for yours. That means showing up on new platforms and new ways, but always with heritage at the heart."

It also noted the Uncle Herschel character would still make appearances across different materials.

Since the rebrand has rolled out, the company has lost $100 million in market value, according to CBS News, with its stock currently down.

"I've never heard of the chain before, so obviously I've never been into one," said Heller. "But for me, [the identity] references 'general store'. In its original incarnation, it is clunky but with a personality. In its current rendering, it still evokes the same down-home aesthetic."

"Aesthetically, either work as well as that awful color and type combo can, but the new version steals some of the flavor from the product."

Recently, designer Peter Saville spoke to Dezeen about the "irresponsible" redesign of the Burberry logo and Google quietly updated its G icon earlier this year.

The imagery is courtesy of Cracker Barrel unless otherwise stated

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