Cracker Barrel has unveiled a new logo, but the rebrand is not sitting well with many of its customers. CNN’s Laura Coates discusses the controversial logo change with a with a brand design specialist.

Cracker Barrel has introduced a new logo, prompting widespread backlash from both conservative and liberal commentators. Critics argue that the new design abandons the company's signature old country farm aesthetic, which included vintage decor and rustic elements.

Many loyal customers and observers have expressed that the change feels overly corporate and risks eroding the nostalgia and brand equity built up over years. The response highlights the emotional investment people have in longstanding brand imagery and the potential risks companies face when making significant changes to their identity.

Backlash over Cracker Barrel’s logo change

Cracker Barrel unveiled that its new logo would go from this to this. As many of the right blaming wokeness tonight. Donald Trump Jr. posted earlier, WTF is wrong with Cracker Barrel. But it's not just the right who seems to be outraged because tonight, the official handle for the Democrats is posting, we think the Cracker Barrel rebrand sucks too. In fact, a lot of the frustration here has to do with the company abandoning a core part of its aesthetic, that old country farm, knickknacks on top of a fireplace, vintage photos, farm tools on the walls. The loyal customers, the new logo just screams corporate. Why do you think people become so emotionally invested in the logo? A logo at the beginning starts as an empty glass. And over time, it's filled with meaning. And another name for that is brand equity. But for most people like you and I, it's nostalgia. You build this nostalgia over time, every commercial, every time you hear that name, and that logo dwells up all that. And so when you make a big change like this, you run the risk of losing all that brand equity.

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