I understand the name change, as King Arthur flour was always about baking with as well as selling flour. However, add me to the list of those who dislike the new logo. (Seriously, did you pay a marketing company to design it?). I do not see any reason to jettison the old logo with its long tradition that beautifully illustrates the name of the company. If you must use the crown for smart phones, could you not have kept the historical logo?

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