# Cracker Barrel new logo (2025) > Cracker Barrel launched a new logo in Aug 2025, designed by Prophet. Aug 19 2025: "All the More" refresh dropped the Old Timer and barrel badge for wordmark only. ## Key facts - Brand: Cracker Barrel - Launched: Aug 2025 - Studio: Prophet - What changed: Aug 19 2025: "All the More" refresh dropped the Old Timer and barrel badge for wordmark only. - Why: In August 2025 the restaurant chain, founded in 1969 in Lebanon, Tennessee, unveiled a modernised logo alongside a new menu as part of a wider refresh. - Industry: Food & drink - Logos: https://rebrandlog.com/logos/cracker-barrel-2025/before.svg (before), https://rebrandlog.com/logos/cracker-barrel-2025/after.svg (after) ## The rebrand, explained Cracker Barrel's logo has carried the same scene since 1977: a man in a chair, the Old Timer, leaning against a barrel next to the chain's name, a drawing CNN reports was first sketched on a napkin by Nashville designer Bill Holley. In August 2025 the restaurant chain, founded in 1969 in Lebanon, Tennessee, unveiled a modernised logo alongside a new menu as part of a wider refresh. The logo was one part of a broader turnaround led by chief executive Julie Masino, which also included restaurant remodels and a new menu. The change was simple to describe. The figure and the barrel went, leaving a wordmark-only emblem with the company's name. In design terms it was a standard simplification: fewer parts, cleaner at small sizes, easier to reproduce. The reaction was anything but standard. Critics accused the chain of abandoning its roots, right-wing influencers turned the logo into a culture-war topic, CNN reported shares fell more than 12 percent in the days after the announcement, and President Trump publicly urged the company to admit a mistake. Within about a week Cracker Barrel said the new logo was going away and the Old Timer would remain. The aftermath ran for months. Shares rose about 8 percent on the day the company reversed course, CNBC reported, and Cracker Barrel also paused the restaurant remodels. In September, Reuters reported that traffic had fallen roughly 8 percent after the controversy and the company issued weaker guidance. In October, CNN reported that Cracker Barrel had ended its relationship with Prophet, the brand consultancy behind the logo, a split USA Today also reported. The fallout outlasted the reversal. Marketing Dive reported in October that Cracker Barrel had cut ties with Prophet, the consultancy that advised on both the logo and the farmhouse-modern restaurant redesign, after cancelling the remodels following tests in four stores. The company expected an 8 percent drop in traffic in the first quarter of fiscal 2026 because of the backlash, and reorganised its leadership. Chief executive Julie Masino said the new structure would remove layers and keep the chain focused on making every plate and guest interaction reflect its care and quality. The episode is now a case study in what a logo actually holds. The old mark was never elegant, but it was a picture of the experience customers were buying. Removing it read to them as removing the thing itself, and no amount of typographic tidiness could compensate. In short: A routine simplification that became one of the fastest logo reversals on record. ## Sources - https://apnews.com/article/cracker-barrel-new-logo-rebrand-efforts-67f3181a144cd639eb33d1066f85ef08 - https://www.cnn.com/2025/08/26/business/cracker-barrel-old-logo - https://www.bbc.com/news/articles/ce835lry896o - https://www.crackerbarrel.com/newsroom ## Cite this Rebrand Log, "Cracker Barrel new logo (2025)", https://rebrandlog.com/rebrand/cracker-barrel-2025/, last updated 2026-10-20.