On August 19, Cracker Barrel introduced a new logo for its fall campaign and reversed course a week later by reinstating the "Old Timer" logo featuring Herschel leaning on a barrel. Influential conservatives, including Donald Trump Jr., criticized the redesign for removing Uncle Herschel and the barrel, drawing backlash from the president's vocal base. The chain had been attempting to modernize its Southern image through menu tweaks and location updates, but the redesign coincided with a drop in share prices. After reverting to the old logo, shares rose over 8% by Wednesday afternoon. Gap faced a similar backlash in 2010 over a redesigned logo that lasted less than a week.
On August 19, Cracker Barrel rolled out a new logo as part of its fall campaign. A week later, the Lebanon, Tennessee-based chain announced that its "Old Timer" logo, complete with a man known as Herschel, leaning on a barrel, would return. Some influential conservatives, including Donald Trump Jr., criticized the new logo, which removed Uncle Herschel and the barrel shortly after its announcement. While companies have triggered backlash with design changes before, Cracker Barrel became a target of the president's vocal base.
The chain has been trying to turn around its outlook on prospects by tweaking the menu, updating some of its locations, and modernizing some of its down-home Southern image. But the redesign was having the opposite effect as share prices tumbled. After the company backtracked on its new logo, shares increased. By Wednesday afternoon, Cracker Barrel was trading up over 8% from the previous day.
Clothing brand Gap decided it needed a new look in 2010. Out went the brand's bluebox logo with Gap in bold white lettering. The new logo was just a small blue square behind Gap bold, black Helvetica font. A spokesperson for Gap said the new logo was to showcase how the brand's shifting vibe from "classic, American design" to "modern, sexy," VanityFair reported. It lasted less than a week.
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