Cracker Barrel scraps new logo after outrage at redesign

American restaurant chain Cracker Barrel has announced that it will keep its "old timer" logo and abandon plans to replace it with a minimalist redesign following intense online backlash led by Donald Trump.

The Southern country-themed restaurant has reinstated its original 1970s logo, featuring a barrel and a salesman in overalls, in response to heated criticism of the rebrand.

"We thank our guests for sharing your voices and love for Cracker Barrel," the restaurant chain wrote on social media. "We said we would listen, and we have. Our new logo is going away and our 'old timer' will remain."

The original logo depicts Uncle Herschel, the uncle of Cracker Barrel founder Dan Evins, reclining in a wicker chair with one arm leaning on a barrel.

The wordmark Cracker Barrel is positioned to the right of the figure on a bean-shaped background, finished in a serif typeface.

In late August, the restaurant chain said that it would replace the decades-old motif with a new, pared-back logo that completely removed Uncle Herschel.

While the redesign featured a similar gold and brown palette to the 1970s logo, the word mark was written in more minimal lettering.

Fans of Cracker Barrel were outraged, sparking days of heated online backlash that included criticism from US president Donald Trump. Trump has since congratulated the restaurant chain for reverting to its old logo.

Following the announcement, Cracker Barrel shares went up by seven per cent on Tuesday, countering the slump caused by the rebrand's unveiling.

Car brand Bentley and squash brand Ribena are among other heritage brands that have updated their logos this summer.

The imagery is courtesy of Cracker Barrel.

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