Cracker Barrel’s recent logo redesign has sparked a heated debate, with many critics quick to call it just another example of “woke” branding. The company removed its iconic barrel and chair-sitting man from the logo, opting instead for a cleaner, simpler look. It’s clear that the leadership behind this change embraces progressive politics, but is this redesign really just about provoking outrage from conservatives? Or is it part of a broader, more complex business and cultural trend?

Logo simplification is hardly unique to Cracker Barrel, and it’s not a new phenomenon. For years, brands have been stripping away intricate details in favor of minimalism. This is more than Land O’ Lakes removing the Indian woman from their butter packaging but keeping the land. It may be a cultural sensitivity response, but it is also one that aligns with modern branding trends. Pepsi has simplified its logo repeatedly over time, and Wendy’s has continually refined its image to stay relevant. Internet Explorer turned its “e” logo into a blue and green swirl. Firefox dropped the fox from its logo. Google lost the serif in its font, and Netflix dropped the “etflix” and went with a simple, red “N” instead. McDonald’s simplified until all that was left was its yellow “M,” and Burger King has moved to a flatter, cleaner look, removing shadows and extra elements. …

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