08/28/2025
Great insight from AMA.
Some logo redesigns hit the mark, and othersโฆ not so much ๐
Whatโs one logo change from a brand you love that you really didnโt like?
What does Cracker Barrelโs logo reversal teach us about branding? ๐ค
Cracker Barrel recently scrapped its minimalist logo redesign after customer backlash.
Research from YouGov found:
- 76% of consumers preferred the original logo
- 29% said the rebrand made them less likely to visit
The lesson? Logos are more than design, theyโre memory codes tied to consumer trust, nostalgia, and recognition.
For marketers, this highlights three key points:
1๏ธโฃ Heritage branding can outweigh trends
2๏ธโฃ Testing and phased rollouts reduce risk
3๏ธโฃ Communicating the why behind a change matters as much as the change itself
History shows similar cases (Gap 2010, New Coke 1985) where consumer attachment beat out modernization.
So, how can brands modernize effectively without alienating loyal customers? Is subtle refinement the better path, or can a bold rebrand still succeed if executed differently? Let us know your thoughts ๐ญ
Image via USA Today
Full article: Ad Age
