Cracker Barrel is a chain of over 600 Southern-themed US restaurants operating in 44 states. The original logo, created by Nashville designer Bill Holley on a napkin in 1977, featured an old-timer sitting beside the company name inside a pinto-bean-shaped form meant to evoke nostalgia. The rebrand drops the anonymous old-timer, converts the barrel into an abstract, versatile motif, refines the colour palette while retaining mustard and brown, and introduces a cleaner, modernised logotype. The redesign prompted criticism from right-wing figures, including Donald Trump Jr., and became a flashpoint in cultural debates over branding changes.
"WTF is wrong with Cracker Barrel?"
"It's called graphic design, Don. Read Creative Bloq, and you'll learn all about it."
"with the goal of creating a feeling of nostalgia with an old-timer wearing overalls"
"now rooted even more closely to the iconic barrel shape and word mark that started it all."
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