Cracker Barrel is in the news for a new logo replacing their previous 47-year-old logo. What do you think? A needed brand refresh or the abandonment of an iconic mark? It reminds me of a western belt buckle, but I have no idea if that was the intention.
3 Likes
I really like it, but between brown and black. My only suggestion is to keep the brown color and change the black one.
It needed a refresh. There seem to be different versions for yellow space.
like https://investor.crackerbarrel.com/news-releases/news-release-details/cracker-barrel-reports-second-quarter-fiscal-2025-results-and
favicon
1 Like
I dunno about Western belt buckle, but if that’s a barrel on its side, they missed the mark a bit on the shape.
As a signblank, it appears overly large compared to the word mark (which should probably have stayed brown.)
3 Likes
1 Like
Looks like they’re having a Tropicana moment, 
1 Like
This is a good example of why new companies should invest in good branding and a professional logo right from the beginning. When they don’t and they become successful with loyal customers, it’s very difficult and expensive to fix the problem.
Yeah, I suppose it makes it a bit better, but it’s still too big a change for customers who visit Cracker Barrel precisely because it reminds them of days long gone, with a not-so-great imitation of grandma’s house and her home cooking.
3 Likes
I would love to see the CI manual but I suspect it is more likely interior design and other factors that caused a decline since years.
1 Like
4 Likes