I feel bad for the brand team at CB. Their logo is perfect for a printed menu and basically nothing else.

The only reason we recognize it on the highway is because we’ve seen it a million times. But it’s actually a low-contrast yellow-brown blob.

On mobile, it’s bad. It doesn’t feel right on social media. It doesn’t fit in a website header. It’s hard to make black-and-white.

I’m sure the team who put together the new mark were attempting to be faithful to the classic sense of Cracker Barrel while making a mark that’s a lot more flexible - and it was.