Hi, Francine! Logo design is a really interesting area of study, and one that I personally didn't know a lot about before King Arthur decided to update ours. Back when our logo was first designed, it was going on barrels and sheets of paper, and so a detailed design made a lot of sense! Today, logos get used in a whole host of ways never imagined 100 years ago, from tiny icons on a smartphone to the sides of buildings and everything in between. That's why it's so important to have a logo that's simple and communicates its message at a glance. We'll always have a soft spot in our hearts for the knight on his trusty horse, but we hope that the simple wheat crown — and the nobility of purpose inherent to baking and agriculture that it implies — will be a wonderful symbol of all the things we love best about our company and our baking community for many years to come. Happy baking!

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