@mark @rk @georgetakei you would think so but you’re over estimating the intelligence of the average consumer. For example, the A&W 1/3 lb burger failed because people thought 1/4 lb’er was the bigger burger among other countless examples over time.

It wouldn’t surprise me at all if a research group was hired to come up with that same conclusion. Having the barrel itself would create brand confusion for many consumers. They need it today Cracker Barrel even if they can’t read but just recognize the word.

@mark @rk @georgetakei it’s just the trend of over simplifying logos. Practically every brand has done it over the past 10 years. The driver is the logos have to look good and be identifiable at small icon sizes (like an app).

Digital first and all that other mumbo jumbo but there is your answer.