Changing the name but keeping the core name (King Arthur) made sense because the firm no longer sells just flour, and the new name will not prevent someone searching for King Arthur flour. However, changing the logo from something substantial to something so generic to mimic the current extreme marketing movement changes was a horrible idea. I've been using King Arthur products for 10+ years and will continue to do so because they are the best, but the old logo is far more unique, which has stood the test of time. A company name change that now includes products other than flour proves to fix something that was broken. A logo change, in this case, only breaks something that wasn't broken.

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