Don’t let Cracker Barrel’s rebrand miss keep you from evolving your brand.

We’ve seen a couple of high-profile rebrands lately that have drawn strong—and sometimes visceral—reactions from the public. Just last year, Jaguar launched a new brand identity that broke dramatically from their legacy look. Many felt it disregarded decades of equity, sparking sharp criticism.

Now, Cracker Barrel is facing its own brand crisis. After rolling out a redesign of its 48-year-old logo, backlash came fast and fierce. One customer even went so far as to say, “I feel like this new logo is ruining my life.” That may sound extreme, but it shows just how deeply brands can connect—and how quickly those connections can be fractured.

The pushback was so overwhelming that Cracker Barrel reverted to its old logo within days. According to the CEO, the redesign had tested positively in research. So what went wrong?

The tension between legacy and brand evolution

When you’ve been in business for 50 years or more, you’re not just selling products or services—you’re carrying history, memories, and emotional connections. Moving away from that legacy is risky. It requires careful listening and thoughtful design, not just bold decisions.

Too often, companies dismiss existing assets as “dated” in the pursuit of something fresh. But a strong refresh should balance forward momentum with the essence of what people already love. That’s why in our work with long-established organizations, we emphasize research that includes all stakeholders—internal teams, loyal customers, and future audiences. This holistic approach helps ensure that legacy isn’t erased, but reinterpreted.

What we can all learn

Cracker Barrel now has irrefutable proof of where their brand belongs. For the rest of us, the lesson is clear: your brand is not just your logo—it’s a signal of trust and connection. People notice, and they care—because a logo represents recognition, identity, and pride.

For legacy brands, the takeaway is even sharper: customers often see your logo as part of their own story, which makes honoring that history essential when evolving your brand. The good news is, with the right process, you can evolve successfully. We’ve seen it work time and again: when history is respected and the future embraced, the result is alignment, connection, and growth.

Don’t let Cracker Barrel’s misstep scare you away from change. Let it remind you how important it is to get it right.

If your organization is considering a brand refresh, let’s talk about how to do it so you can move forward with confidence. Connect with us here.