Overview
The rebrand of Bob's Red Mill has generated public discussion, drawing comparisons to a previous controversy involving Cracker Barrel's logo. This assessment highlights the similarities in public reaction to changes in established brand visual identities.
Research Context
The comparison between the Bob's Red Mill rebrand and the Cracker Barrel logo controversy centers on the public's perception of changes to long-standing brand imagery. In both cases, entities with established visual identities underwent redesigns that led to critical commentary from observers. The discussion regarding Bob's Red Mill's new branding, described as 'horrifying' by some, specifically references the negative reception that Cracker Barrel's logo update experienced.
Cracker Barrel's 2023 logo update involved a simplification of its existing design. The previous logotype featured a weathered, wood-carved appearance, suggesting a rustic and traditional aesthetic. The updated version presented a flatter, bolder rendition of the wordmark, with the apostrophe in 'Cracker Barrel' repositioned and enlarged, becoming a prominent design element that extended above the baseline. This redesign also altered the visual texture, moving from a three-dimensional, aged look to a two-dimensional, stylized form.
The Bob's Red Mill rebrand, by comparison, involves changes to its iconic 'Bob's' illustration. The previous visual depicted the founder, Bob Moore, with a distinct, detailed facial representation. The current rebrand replaces this with a more abstract, line-drawn portrait, described as a 'cartoon version' by some commentators. This new illustration is rendered with a thinner line weight and lacks the specific details of the original.
Findings
Analysis of public commentary suggests that the Bob's Red Mill rebrand has elicited a critical response, similar to that observed with the Cracker Barrel logo changes. Key aspects generating discussion include:
- Alteration of established visual identity: Both redesigns involved significant changes to well-recognized graphical elements, such as the wood-carved texture of Cracker Barrel's previous logo and the detailed portrait of Bob Moore in Bob's Red Mill's branding.
- Perceived simplification: The Cracker Barrel update moved towards a flatter, less textured design. Similarly, the Bob's Red Mill rebrand introduced a more abstract, line-drawn representation of its founder, replacing a more detailed existing image.
- Public critique: The updated Bob's Red Mill illustration has been described as 'horrifying' and a 'cartoon version,' indicating a negative public reception. This mirrors the previous negative comments regarding Cracker Barrel's logo.
- Specific design choices: In Cracker Barrel's case, the enlarged and repositioned apostrophe was a specific detail that drew attention. For Bob's Red Mill, the abstraction of the founder's portrait and its execution as a thinner, line-drawn image are focal points of criticism.
Why This Matters
This comparison highlights the potential public and brand perception challenges associated with redesigns of long-standing, iconic brand elements. Changes to deeply familiar visual identities can result in significant public scrutiny and critical reaction, impacting brand continuity and consumer association.