We have been looking at that new logo for a while now and the standard comment between us is "Hope they didn't spend to much on that one!!" Knowing your logo does not affect me one way or the other, I finally got curious enough to find out why. Ms. Anastopoulo's article is quite convoluted and I did not learn anything that I had not known before. If the reason why you changed the logo is buried somewhere in the article, I missed it. I doubt if I am going to spend the time to read the article again. I know I am getting older, but I completely missed the name change until I read some of the comments. I still search for KAF when I need an answer to a bread question, and usually get it. What the heck is wrong with tradition? The old logo appropriately recognized and respected your roots and history. Rather sad another piece of history is gone. I got my King Arthur Flour BAKE hat on, looking quite spiffy, and making KAF Kansas Sunflower Bread today.

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