There was a time when most people wouldn’t even notice that a brand had updated its logo. Over the summer, it became clear that those days are now over.
On August 19, Cracker Barrel revealed it had revamped its logo for the first time since 1977—and America lost its mind.
There’s a lesson for all companies in Cracker Barrel’s story: Consumers not only have strong feelings about brands, but logos are where those feelings coalesce.
Brand managers are well aware of the public’s increased scrutiny, according to Daniel Andersson, chief creative officer of FutureBrand, which has helped shape the visual identities of American Airlines, Bentley, and Sanpellegrino, among others.
