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'Less Fun Than a Barrel of Crackers'
Header image: S.O. Grimes general store, Westminster, Md., c. 1900. Image via Library of Congress. Another day, another shot fired in the culture wars: this time, the internet is losing its collect…
To summarize: Cracker Barrel, that paragon of blandly inoffensive roadside dining, has decided that its long-standing theming to evoke early 20th century general stores might be limiting its appeal to Gen Z, and so has embarked on a brand makeover that downplays the hokey country charm. I suspect that the lion’s share (ha) of this tendency is simply following trends, and the current fashion in corporate design is simple, flat typography and short (often single-word) brand names. If you want to be charitable, and I try to be when I can, the move towards brand simplification also reflects a longstanding adage in design—be it visual art, design, writing, or engineering: “less is more.” This saying, often misattributed to Mies van der Rohe, emphasizes clarity and utility.
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