Cracker Barrel Cancels Logo Change, Returns to Old Iconic Design After Sharp Criticism

Liputan6.com, Jakarta Cracker Barrel Old Country Store, a well-known restaurant and retail chain in the United States, recently announced a significant decision that surprised many.

The company officially canceled its controversial logo change plan.

The announcement to revert to the iconic old logo was made on Tuesday, August 26, 2025.

This decision was a direct response to widespread negative reactions from loyal customers, conservative commentators, and prominent political figures, as reported by CBS.

Cracker Barrel's move to listen to customer feedback and restore the "Old Timer" logo to its original position is welcomed.

In early August 2025, Cracker Barrel unveiled a new logo as part of a broader rebranding initiative.

The new logo featured a more minimalist design, eliminating the iconic "Old Timer" or "Uncle Herschel" character.

This simplified design often featured only the restaurant's name in a rounded yellow hexagon.

"Rather than just showing one person, we wanted to feature lots of people," the company said on its website of the new logo.

"The idea was to celebrate the diversity of all our guests with a logo that represented our continued passion for pleasing people of all races, colors, and genders."

The company also stated that the new logo was "more closely rooted in the iconic barrel shape and wordmark that started it all."

However, the launch of the new logo sparked a sharp criticism.

Many customers were disappointed and viewed the change as a "woke" move that diminished the brand's authentic identity.

Cracker Barrel's stock value plummeted significantly, reportedly losing nearly $100 million in market value after the new logo was released, according to CBS News.

We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our “Old Timer” will remain. At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm… pic.twitter.com/C32QMLOeq0

— Cracker Barrel (@CrackerBarrel) August 26, 2025

Responding to public pressure and the negative impact on the market, Cracker Barrel quickly took corrective action.

Less than a week after introducing the new logo, the company announced its decision to revert to its old logo.

In its statement, Cracker Barrel expressed its gratitude to guests for their feedback and love of the brand.

"We said we would listen, and we have," said a company representative.

They explicitly stated that the new logo would be phased out and that the "Old Timer" figure would remain an integral part of the brand's identity.

This positive reception was also reflected in the stock market, where Cracker Barrel shares rose 7% in after-hours trading on the same day of the announcement.

Cracker Barrel also reaffirmed its commitment to core values ​​such as hard work, family, and carefully prepared home-cooked food.

They ensured that “Uncle Herschel,” the figure represented in the old logo, would remain an important part of the Cracker Barrel experience, including on their menu and merchandise.

Cracker Barrel's iconic logo, featuring an elderly man in uniform leaning on a barrel, with the words "Old Country Store" written on it, was first introduced in 1977.

The design was the brainchild of Bill Holley, a designer at a Nashville advertising agency, whose initial sketch was drawn on a napkin.

The elderly man in the logo is known as "Old Timer" or "Uncle Herschel", which specifically represents the uncle of Cracker Barrel founder Dan Evins, Herschel.

The work attire worn by "Old Timer" further reinforces the image of a simpler and more authentic past, in line with the restaurant's concept.

For decades, this logo has become an inseparable part of Cracker Barrel and successfully evokes the image of "simpler times centered on home cooking."

It also conveys a sense of stability and consistency, two values ​​highly valued by their loyal customer base.

The "Old Timer" in this logo is not just an image; it is a symbol of tradition, warmth, and hospitality of rural America that are at the heart of the Cracker Barrel dining experience.