Cracker Barrel Fires Old White Guy In Rocking Chair After 47 Years

(8-22-25) After 47 years as being on the Cracker Barrel logo…the old white guy was fired.

From Logopedia…In 1977, around the time Cracker Barrel expanded to 13 locations, it introduced a more complex logo design. It depicted Evins’ uncle, Herschel, sitting on a chair with his legs crossed with his right arm holding his right leg and his left arm resting on a barrel. This logo was designed by Bill Holley.

As a brand designer that worked at @CrackerBarrel for almost 9 years, watching them commit brand suicide is… something pic.twitter.com/b99pCymvyN

— 𝐄𝐫𝐢𝐤 𝐑𝐮𝐬𝐬𝐞𝐥𝐥 (@rikoruss31) August 20, 2025

Who is the man in the Cracker Barrel Logo? History of iconic branding explored as major boycott row erupts over design change

He joins a long list of logo folks who were let go in the past several years—-

Those who been removed now include a black man, a black woman, an Indian maid and now the old white guy.

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Erik Russell spent nearly 10 years working at Cracker Barrel. He’s done every job in the restaurant. Erik even met his wife there. To Erik, Cracker Barrel was a place where… pic.twitter.com/YDolLTs3dW

— Benny Johnson (@bennyjohnson) August 21, 2025

The result according to CBS News was…

Cracker Barrel shed almost $100 million in market value after its stock plunged Thursday following the release of a new logo. The new design eliminates a longstanding drawing of an overall-clad man leaning against a barrel, in favor of a cleaner logo featuring just the chain’s name.

Shares of Cracker Barrel fell $4.22, or 7.2%, to $54.80 in Thursday trading, shedding $94 million in market value. The stock had dipped to a low of $50.27 earlier in the day, representing a loss of almost $200 billion in its capitalization.