Think back to the colorful, lively McDonald’s of the early 2000s. You finish eating your happy meal, so you take your new toy and run to heaven, otherwise known as the McDonald’s PlayPlace.
Fast forward to reality. It is 2025, and the McDonald’s PlayPlaces are far less common. These days when I think of McDonald’s, I don’t think of color or fun or any of the creepy yet charming characters. I think of boring gray walls and an environment that screams corporate.
I’m tired of companies rebranding with dull colors and designs that lack originality. And I don’t think I am the only one.
USA Today announced on Aug. 19, Cracker Barrel released a simplified logo excluding the famous “Old Timer” who leans against a barrel. The new logo also used a different, more polished font. Almost immediately after the change, the company faced major backlash on social media apps like TikTok and X. According to CBS News, Cracker Barrel’s market value decreased by $100 million after the release of their new logo. People complained that changing the logo design took away from the comforting, nostalgic feel of the company. USA Today confirmed that on Aug. 26, Cracker Barrel responded to these complaints by announcing that they will return to their old logo design. The moral of the story is that people don’t crave beige, boring designs, they want a brand with personality.
I believe companies should bring back distinctive branding. As every brand is pursuing a minimalist vibe, creativity and originality are declining. Consider a brand like Alani Nu, known for their energy drinks. Alani products have bright, bold packaging that is still very aesthetically pleasing. Their products include a variety of colors and a distinct font that catches the eye. Alani Nu is far from minimalist, but their branding is still pleasant to look at. It not only commands attention, but it also curates a lively, vibrant personality for the brand. I associate Alani Nu with a positive, fun-loving feeling due to their exciting visuals.
Consider a company like X, formerly known as Twitter. When Twitter rebranded and lost their iconic blue bird logo, a piece of its personality was also sacrificed. The current X logo, a white X paired against a black background, does not stimulate any positive feelings or represent strong brand identity. It is boring and bland. The rebrand confused people. Are posts still to be referred to as “tweets?” Is the app’s function still the same? Even the name “X” does not inspire the feeling of community which made Twitter so popular.
Subway and Mastercard have also rebranded to simpler, cleaner styles. It may seem more modern and sleek, but these brands are losing their personality. Subway had pictures of vegetables on the walls and seating throughout most of their stores. It felt inviting and comfortable. Now, with seating pushed to the sides and modernized decorations, it feels like they want you to buy your sandwich and get out. Regarding Mastercard, their logo has transformed into something a 12-year-old could have created on google slides in 10 minutes. The design feels careless, and therefore, it makes the brand feel unoriginal and disinterested in their patrons.
I am not saying I do not understand the appeal of minimalism. When a brand’s image is too busy, it can be difficult to figure out what the company is selling or what they stand for. Neutral colors are trending and people do not want to engage with companies that feel overwhelming. Still, a brand curating a personality does not equate to chaos. I wholeheartedly believe that nostalgia, originality and creativity can do just as much for brand image as minimalism.
