I used to feel a little bit magical when I would reach for some King Arthur flour. The logo always made me feel connected to bakers of the past, and to the ancient tradition of baking that has existed almost as long as civilization itself. The name change makes sense to me, but like many others, I feel saddened by new logo, which is totally uninspiring. I never really felt like the old logo was exclusive as it referenced mythology, and had KAF/KAB wanted to make it more inclusive, I feel like there was a real missed opportunity. Other characters from the mythology could've been brought in and represented in a diverse way (Merlin, the Lady of the Lake, et cetera) with the same unique and historical art style that we all know and love. That's the great thing about mythology-- whomever you are, you can imagine and place yourself in the mythology! Even if the logo was going to be changed to a flour crown, I think I wouldn't have been so disappointed if the old historic art style was kept. I love KAF/KAB, I love all aspects of this company, but oh my gosh, the new logo looks like clipart :[ I wonder if the new and old logos were shown to focus groups, because I just can't imagine many people being enthusiastic about this redesign.

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