Cracker Barrel unveiled a redesigned logo that removes the classic barrel illustration and the man leaning on it, replacing them with the words "Cracker Barrel" on a gold, semi-updated shape. The updated visuals use signature gold and brown tones and will appear across menus and marketing collateral. The company calls the new look its fifth evolution and launched it with an "All the More" campaign promoting fall menu items. Broader rebranding includes remodeling restaurants and retail stores, replacing older, antique-filled designs with lighter paint and modern furniture. Founded in 1969, the chain operates nearly 660 U.S. locations and has drawn online criticism from some fans.
Cracker Barrel is marching forward with an ongoing makeover. And to the dismay of some fans, the chain's new logo now ditches the barrel itself. Or rather, the drawing many have associated with Cracker Barrel over the years. The man leaning on that barrel is also gone, as are the words "Old Country Store." Instead, the new emblem features a simpler design with just "Cracker Barrel" written on a gold background, which also has a semi-updated shape.
"Anchored in Cracker Barrel's signature gold and brown tones, the updated visuals will appear across menus and marketing collateral," the Tennessee-based company wrote in a Tuesday announcement. Cracker Barrel added that its logo is "now rooted even more closely to the iconic barrel shape and word mark that started it all." According to Cracker Barrel, this latest look marks the brand's "fifth evolution" of its logo to date.
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