Your history and longevity are true accomplishments. Your philosophy and recipes are unparalleled. I understand your desire to update the name....it makes sense. But I will miss the King Arthur logo and the basis for it - "King Arthur for its Arthurian attributes: "purity, loyalty, honesty, superior strength, and a dedication to a higher purpose." " Not to mention it mirrors the name of the company.
I will also miss the sentiment below the logo "Baking with joy since 1790". That says it all. I know an enormous amount of input must have gone into your decision and I know it's a done deal but please indulge my 2 cents....I would have perhaps changed the name but kept the logo and sentiment. After all, the wheat sheaf is on the logo already. I also liked saying and typing KAF :)
Essentially the core logo spoke for itself...and the company.
No matter, I have and always will devour your products, recipes and advice! You KAFers are the best!

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