"It's because of social media. Back when I first started about 40 years ago, nobody even knew what an identity system was."
"In the hope of presenting a more contemporary image to the world and attracting younger and more affluent customers, they eroded the brand's identity and character (literally: goodbye Uncle Herschel),"
""Uncle Herschel" or "the Old Timer,""
Rebranding has become a public spectacle as social media amplifies scrutiny of fonts, colors, and perceived ideological meaning. In 2025, prominent rebrands drew intense attention and polarized opinion. The Philadelphia Art Museum reportedly fired its CEO after a poorly received rebrand, while La-Z-Boy won praise for a modern update. Pentagram's Austin branding provoked major backlash, with partner DJ Stout attributing reactions to social media awareness. Fast Company convened seven design experts to name the most influential 2025 rebrand. Cracker Barrel's overhaul—new palette, typography, interiors, and removal of 'Uncle Herschel'—polarized audiences.
Read at Fast Company
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