Earlier this week, Cracker Barrel, the olde-timey Southern-inspired casual dining chain that has been a staple of interstate highway exits since the late 1970s, unveiled its updated logo, and conservatives reacted with their usual anti-woke histrionics.As CNN reported, the new, simplified logo does away with the illustration of a man in overalls sitting next to a wooden barrel. It now simply features the chains name against a yellow backdrop meant to evoke the shape of a barrel turned on its side. Related Conservatives lose their minds as Cracker Barrel posts picture of rainbow rocking chair Anchored in Cracker Barrels signature gold and brown tones, the updated visuals will appear across menus and marketing collateral, including the fifth evolution of the brands logo, which is now rooted even more closely to the iconic barrel shape and word mark that started it all, the brand said in an August 18 press release, which also announced a new seasonal menu and ad campaign featuring country music artist Jordan Davis.The redesign is part of a brand refresh announced by CEO Julie Felss Masino that has seen Cracker Barrel remodeling many of its locations around the country with brighter lighting and less clutter. Insights for the LGBTQ+ community Subscribe to our briefing for insights into how politics impacts the LGBTQ+ community and more. Subscribe to our Newsletter today On social media, reactions to the logo have been negative and overwrought, with many casual observers expressing confusion, and right-wing figures blasting the changes.WTF is wrong with @CrackerBarrel??! Donald Trump Jr. wrote in an August 20 X post.WTF is wrong with @CrackerBarrel??! https://t.co/LkYB5N34Qi Donald Trump Jr. (@DonaldJTrumpJr) August 20, 2025 Trump was responding to a post from right-wing account Woke War Room, which blamed the redesign on Masinos DEI regime.Cracker Barrels new logo isnt an accident its CEO Julie Felss Masinos project. She scrapped a beloved American aesthetic and replaced it with sterile, soulless branding, the post read. She should resign and be replaced with leadership that will restore Cracker Barrels tradition.The post, which included a photo of Masino along with the logo of the companys LGBTQ+ Alliance, also claimed that the company is facing civil rights complaints from America First Legal, the conservative nonprofit founded by President Donald Trumps deputy chief of staff for policy and homeland security advisor Stephen Miller.LGBTQ Nation reached out to Cracker Barrel with a request for a response to Trumps and Woke War Rooms comments. The brand has not responded.In a separate X post, conservative lawyer and Fox News talking head Phil Holloway compared Cracker Barrels logo redesign to Bud Lights one-off 2023 social media collab with transgender influencer Dylan Mulvaney, which drew intense anti-trans backlash and calls for a conservative boycott of parent company Anheuser-Busch.Well now @CrackerBarrel is the Bud Light of formerly great restaurants, Holloway wrote. Kentucky businessman and Republican Senate candidate Nate Morris, meanwhile, likened the companys rebrand to calls to remove Confederate statues from public parks.This matters because tradition matters. Its no different than the leftwing activists who are hellbent on tearing down historic statues and monuments, Morris wrote on X. We have to fight back against anyone who wants to erase our history, destroy our values, and suck the soul out of America.In possibly the most unhinged reaction to the new logo, right-wing YouTuber Benny Johnson said that White people are about to riot due to Cracker Barrel [erasing] the white guy from its logo, according to The Times of India. The current conservative backlash against the brand comes three decades after Cracker Barrel took a firm stance against LGBTQ+ equality. In 1991, the company said that it would not hire gay people and fired at least eleven employees for being gay. Several months after the purge, the companys shareholders voted to add sexual orientation to its nondiscrimination policy and ended the policy.In recent years, anti-LGBTQ+ conservatives have railed against the company for celebrating Pride month each June. The way we communicate, the things on the menu, the way the stores look and feel all of these things came up time and time again in our research as opportunities for us to really regain relevancy, Masino said last year, according to CNN.During an appearance on Good Morning America this week, Masino claimed that the response to the rebrand has been overwhelmingly positive, according to ABC News.People like what were doing, she said. Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow the things that you love are still there. We need people to choose us, and we want people to choose us.Subscribe to theLGBTQ Nation newsletterand be the first to know about the latest headlines shaping LGBTQ+ communities worldwide.