Love, love your company! I enjoy the writing of the blogs, the personalities that are in them, and the stories of how baking has empowered the employee-owners of King Arthur. I do, however, very much regret the loss of the original image that represents your company. Branding is everything, and some icons are beacons. Dramatic, I know, but seriously. The un-homogenized, old-world image represented what YOU developed it to represent, what was started in 1790 and developed through these centuries as a diverse employee-owned company. You created the meaning in that image. The canceled logo said to me as the consumer what I wanted in your product and company, whose mission I love, and the reason I always pick up KAF products in stores over others. The wheat crown is graphic. Nice and blends in. Homogenized. ...after looking at it too long, actually, it's a little pointy and ominous.

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