Cracker Barrel Debuts Simplified Text-Only Logo in Major Brand Refresh

August 21, 2025 – Lebanon, Tenn.

Cracker Barrel Old Country Store has unveiled its fifth logo today. They’ve taken away the long-time image of a man on a barrel. For the first time since 1977, the logo is now just a wordmark.

The new design features the “Cracker Barrel” name in the chain’s gold and brown colors. It sits against a subtle barrel-shaped background. This reflects the company’s roots and enhances its clear visual identity. This text-only format pays homage to the brand’s first logo from 1969. Back then, it only showed the restaurant name. The iconic illustration came eight years later.

The logo change is part of Cracker Barrel’s “All the More” campaign. This includes a new logo, updated store designs, a fall menu, and a major marketing push across the country. In today’s announcement, Chief Marketing Officer Sarah Moore highlighted Cracker Barrel’s lasting legacy: “Our story hasn’t changed." Our values haven’t changed. “With ‘All the More,’ we celebrate our legacy this fall. We’re excited to offer fresh energy, careful craftsmanship, and warm hospitality to our guests.”

Country music star Jordan Davis will host “A Taste of Country, Anytime” in New York City on August 21. This event will bring Cracker Barrel’s cozy porch vibe right to Manhattan. Diners at any of the chain’s 660-plus U.S. locations can get a free Classic Side with any purchase on August 23 and 24. This offer shows the brand’s commitment to hospitality.

Observers view the rebrand as a smart move. It aims to modernize Cracker Barrel’s look and attract a wider audience. At the same time, it keeps the comfort-food nostalgia that has shaped the restaurant’s identity for over fifty years. Reactions on social media and industry forums have been mixed. Some users love the sleek minimalism, but others are sad about losing the familiar graphic character.

Cracker Barrel’s logo has changed to fit a trend. Many brands are simplifying their visuals. This makes it easier to use logos in digital and print formats. Cracker Barrel is sharpening its focus on clean typography and consistent colors. This approach seeks to enhance brand recognition in a crowded casual dining market.

• Sources: Fox News; The Hill