King Arthur Baking Company changed their name and their logo. They took away the flour in their name, took away King Arthur and his horse and replaced it with a weird hodgepodge of wheat mixed with a crown logo. What was accomplished? I don't know, I wasn't confused about them being a baking company in the first place. If you make some great flour for a couple centuries, your reputation is already very good. To me all this change speaks of being top heavy, well paid people behind desks, (not in front of ovens) trying to spend company money and make themselves look useful. I have been faithful to this brand for three decades. That picture of King Arthur was my steadfast companion through all of my baking successes and failures, always there for me. Now all I see is a generic symbol, I feel abandoned. Cabot Cheese tried to homogenize their packaging, people protested and they changed it back. I want my white knight back, my black horse, my tried and true flour... some things stay the same for a reason because there is nothing wrong to begin with, so why bother?

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