When modern deletes memory

Cracker Barrel’s new logo removed the “Uncle Herschel” character and the Old Country Store wording. The company reverted to the original logo after public criticism and said it would keep the “Old Timer.” It also paused store remodels piloted at four locations. The official page reads, “Our new logo is going away and our Old Timer will remain.” 

The numbers matter. The company told investors that store traffic dropped about 8 percent after the August change, compared with a 1 percent decline before the announcement. Guidance now assumes a seven to eight percent traffic decline in the first quarter and four to seven percent for the year, with revenue below prior expectations. Multiple outlets reported the stock falling after the update. This is a clear example of equity loss leading to commercial impact within weeks. 

Public reaction amplified the hit. Coverage tracked criticism from political figures and culture commentators, plus customer confusion about why a heritage mark was removed. The chain’s remodel programme is on hold. This shows how identity changes can trigger narratives you do not control once core symbols are taken away. 

Updates that keep the codes alive

There is another path. Some brands modernise while protecting the assets people use to find them.

Burger King moved to a warmer, simplified system in 2021, but the logo leaned into heritage. Colour, bun shape and typography reinforced memory instead of breaking it. The refresh is widely cited as a positive example because it updated cues without deleting them. 

Dunkin’ dropped “Donuts” in 2018, but kept the orange and pink and the familiar letterforms. The change supported a broader drinks led strategy while preserving instant recognition. Official communications and later case studies confirm that the colour and type stayed as anchors. 

Cadbury refreshed in 2020 with a redrawn wordmark and new typography while keeping the signature purple and the founder script idea. The update looked new, yet felt the same brand. This is what a sensitive refresh can do when it protects the strongest codes. 

Guinness quietly refined the harp with craft detail. The harp stayed the harp, only better drawn and more flexible. Recognition stayed high because the core device remained intact. 

How to modernise without breaking trust

Start with your distinctive assets, not with trends. List what people notice first. Name, colour, shape, icon, key phrase, signature product. Protect the top two at all times. If you must change one, keep the other fixed for at least a year. Burger King protected colour and the burger form. Dunkin’ protected colour and type. 

Stage the change, do not flip a switch. Move from A to B through an overlap phase. Run the new wordmark with the heritage icon for a quarter. Keep legacy signage live while packaging updates. Announce the why. Use customer emails and onsite notes to explain the benefit in plain language. Fast reversals happen when a change feels like a sudden break.

Test recognition before rollout. Use three quick checks. First, a five second test for asset recall on mobile. Second, an A or B street sign test near a store. Third, a shelf or menu mock in context. If recognition dips, fix the asset and test again. Tropicana’s 2009 change failed because customers could not find their orange juice on the shelf. 

Keep the story anchored. When you remove a character or phrase, you must add a new anchor. If your new system has no story, backlash will write one for you. Guinness added craft detail to the same harp. Cadbury reconnected to founder handwriting. These are anchors that carry meaning without a lecture. 

Measure, then decide to keep or cut. Track recall and sales together. Watch share of search for your name, brand queries with “new logo,” review mentions of “looks different,” unaided recall in quick polls, and the basics like traffic and average ticket. If results fall and sentiment is negative, have a rollback path ready and written in advance.

What to ship this quarter

1) Asset inventory and rules. Document the two non negotiable codes you will not touch for the next 12 months. Publish a one page rule for every team.

2) Low risk refreshes first. Fix spacing, redraw lines, improve small type, upgrade photo style. Leave the hero asset for last.

3) Plan a visible test. One store, one city, one month. Use real signage, not only a PDF. Pair the test with a short “why we are updating” message at the door.

4) Write the crisis playbook. Define thresholds for pause or revert. Assign a spokesperson. Prepare copy for website, social and investor notes. Cracker Barrel’s public reversal page is a useful reference for tone and speed when you need to change course. 

Closing

Modern is not the goal. Clarity and trust are the goal. Keep the codes that make you recognisable, then improve the rest. Test in the real world, stage the roll out, and measure with discipline. Do this and you will earn the benefits of a refresh without erasing the equity you already own.

Improve your branding too. Talk to us.

Photos

https://www.theguardian.com/us-news/2025/aug/26/cracker-barrel-logo-apology

https://www.theguardian.com/us-news/2025/sep/09/cracker-barrel-suspends-store-remodels

https://s3.amazonaws.com/cms.ipressroom.com/285/files/20258/68c78d033d63320ee0c637b3_DSC05489+1/DSC05489+1_100005cf-0e11-45c7-8704-a2e7742f7eea-prv.png

https://standfirst-designweek-production.imgix.net/uploads/2020/04/14125440/2-logo-change.jpg?fit=crop&crop=faces&q=45&auto=compress,format&w=750&h=405&dpr=2

https://www.designbridge.com/work/guinness

https://brandemia.org/nuevo-logo-de-burger-king-por-primera-vez-en-20-anos