Cracker Barrel has long been known for its rustic, old-country branding—wooden rocking chairs on the porch, oil lamp fixtures on tables and a friendly “Old Timer” mascot named Uncle Herschel on signage.
That briefly changed last month.
That’s when the company introduced a new minimalist logo. The name “Cracker Barrel” was presented in a simplified, stripped-down font, and both Uncle Herschel and the tagline “Old Country Store” were removed.
The intention was to modernize the look and appeal to younger diners while ensuring the logo worked better on digital platforms and highway signage.
But the reaction was immediate.
Customers voiced dismay, calling the new design generic and emotionless. The rebrand was criticized for removing the elements of Cracker Barrel’s identity that had become synonymous with comfort food and tradition.
Just days after the announcement, the brand announced it would abandon the redesign and bring the original logo back. The backlash cost the chain nearly $100 million in value. They’re also pausing plans for remodeling its restaurants.
According to Kelsey Tweedly, CMA’s Vice President of Business Integration, the headline-making gaff was a costly reminder that logos are more than just shapes and colors.
They are memory triggers.
Why We Care So Much About Logos
Why do logo updates trigger such visceral reactions? The answer lies in the emotional weight of brand identity.
In Cracker Barrel’s case, their logo was a reminder to visitors of Sunday breakfasts with grandparents, road trips with friends and the embrace of a familiar place after a long drive. When the chain changed that symbol, Tweedly says, they not only altered the design. They changed the emotions and nostalgia most patrons hold dearly.
“A logo is never just a design element. It’s the visual shorthand for your history, your values and your relationship with your customers and employees,” Tweedly says. “When you change it, you’re not just tweaking a font, a look or a color scheme. You’re changing what people feel when they see your brand and what they think of you.”
And if you don’t tell them why you’re making that daring change, they’ll fill in the blanks themselves.
That lack of explanation was at the heart of Cracker Barrel’s stumble. The company didn’t articulate whether the modern design was about digital optimization, simplification or a new chapter in its story.
Without that context, fans assumed the redesign meant the company was turning its back on what made it special.
Why Storytelling and Design Matter
While storytelling is essential, the design itself matters just as much. A well-executed rebrand must look right in addition to being communicated clearly.
“The story gives meaning, but the design carries the story into the world,” Tweedly says. “If the visuals feel too generic or disconnected from who you are, people won’t see themselves in your brand anymore. That’s why you can’t sacrifice one for the other—you need both.”
Other iconic brands illustrate this balance.
Take Coca-Cola, which has kept its cursive, free-flowing wordmark for over a century. The look and feel carries powerful positive associations. You know it when you see it.
At the same time, KFC has modernized the image of its Colonel Sanders logo without eliminating him.
These companies adapted their designs for contemporary use—cleaner lines, digital-first formats—while maintaining the symbols that embody their heritage. But when Cracker Barrel removed Uncle Herschel, it cut away a key piece of its story.
“When you strip away too much, you risk erasing the very thing your clients loved about you,” Tweedly says. “Heritage is not baggage. It’s your anchor. A great rebrand finds the balance between honoring the past and embracing the future.”
Just like CMA did.
How CMA Approached Its Own Rebrand
Tweedly helped lead CMA’s own rebrand journey in 2024. The blueprint offers a powerful reminder of why process and storytelling matter so much.
The award-winning marketing and association management agency unveiled a new identity with vibrant colors, sleek typography and a redesigned website. At the center was a new logo: bold burgundy letters with smooth, interconnected strokes forming the acronym.
But what made the brand refresh successful wasn’t just the upgraded visuals.
It was the narrative CMA built around them.
“We didn’t want people to simply notice a new logo,” Tweedly says. “We wanted them to understand the story it tells. The colors honor our history and the foundation we’re built on. The modern typeface reflects our adaptability and forward momentum. Just as important, the interconnected elements symbolize our collaborative spirit—how we evolve with our partners and community. Together, the design expresses CMA’s ongoing transformation: honoring where we’ve been while embracing the future with vision and creativity.”
This is how CMA got their logo redesign right:
- They engaged internally. Through focus groups with employees and clients of different ages, roles and backgrounds, we gathered diverse perspectives to ensure the rebrand reflected both our culture and the people who shape CMA.
- They listened externally. We talked with clients and partners to understand what CMA meant to them, and what they valued most.
- They connected the dots. This is key. We built a rollout plan that clearly communicated the purpose behind the changes, showing how the modern design reflected both continuity and growth.
That process gave our audience clarity and confidence. Instead of sparking backlash, our rebrand sparked excitement.
How to Avoid Rebranding Missteps
What should your organization keep in mind if you’re considering a fresh brand look or logo redesign?
Consider the following key lessons drawn from both Cracker Barrel’s misstep and CMA’s success:
- Tell your story: Every visual change needs a narrative. Share why you’re making the change, what it represents and how it connects to your heritage. People naturally resist change. Tell them the benefits and they’ll quickly reconsider.
- Make your design matter: Don’t assume the story alone will carry the change. Visual execution matters the same. The fresh look and feel must also feel authentic, intentional and true to you.
- Involve your workers, customers and clients: Involve your team, your stakeholders and even your most loyal customers early. When these people understand your process, they’re more likely to embrace the result. They’ll also be your cheerleaders. A positive response out of the gate from those who matter most will naturally persuade others.
“A rebrand is an opportunity to strengthen relationships,” Tweedly says. “When people feel like they’re part of the journey, they don’t just accept the change. They champion it.”
The Bottom Line on Rebrands
Cracker Barrel’s short-lived logo experiment is a reminder that branding is never “just about a design.”
Logos embody history and emotion. Change them without explanation, and you risk alienating the very people who’ve supported you the longest.
But it’s not all sad news.
A thoughtful, well-communicated rebrand can energize a business, showcase its evolution and deepen connections with its audience.
At CMA, our own rebrand reinforced what we tell clients every day: the most successful brand updates happen when design and storytelling work hand in hand.
“A logo may look like it’s just ink on paper or pixels on a screen, but it’s so much more. It’s a symbol—your symbol. And it’s your story. If you don’t tell that story, someone else will—and you may not like their version.”
Your brand deserves a story people will connect with. If you’re thinking about a refresh, reach out. We’d love to guide you through it.