The news: Cracker Barrel is walking back a logo redesign after swift backlash from customers, commentators, and investors.

• The August 19 rollout removed the chain’s longtime “Old Timer” figure Uncle Herschel, but within days, critics accused the company of erasing its heritage.
• Social media outrage gained momentum when President Donald Trump urged the brand to restore its original symbol, calling the change a costly mistake but also “a billion dollars’ worth of free publicity,” per Fox News. Hours later, Cracker Barrel confirmed Uncle Herschel would remain the face of the chain, according to BBC and Fox News.

The company’s reversal coincided with a 7% stock drop, demonstrating how quickly customer sentiment can hit financial results, per BBC. Entrepreneur Sardar Biglari, who owns a stake in the chain, labeled the attempted rebrand “obvious folly,” per Fox News.

Why it matters: Logos are not trivial.

• Adobe data shows 34% of US adults say the logo is the first thing they notice about a brand—outranking color scheme (16%) or even the brand name (28%). Removing an iconic figure was bound to be seen as more than cosmetic.