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this post was submitted on 22 Aug 2025
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I'm not an American and I've only seen this logo a couple of time but I'll be completely honest - this remodel fucking sucks.
I despise minimalism and these transitions from oldschool cool to these post-modernist corporate garbage. And that's definitely one.
what that's why everyone is bitching about it? like THAT?? how is that "going woke"? i guess woke is when you sans-serif.
Its woke because they took the cracker off. They are erasing crackers
I mean it still has serifs its just losing the old guy, the barrel, the outline and the flourish on the K
Honestly, I can see why an old guy with his hand in a barrel might be off putting for a restaurant theme
I agree with that last part. The serifs did shrink quite a bit though and Rs are completely lost them.
I never said it's going woke, don't throw me into that box.
i didn't say you were; i was referring to everyone on twitter claiming it was
I hate it as well, my theory is that it's done for better readability on small screens such as phones.
I think a lot of minimalism is coming from the point of accessibility in general. Shit used to be too convoluted.
What is “woke” about this branding exactly? Are square minimalist logos more empathetic to minorities somehow? They seriously just use woke to describe anything they don’t like. Woke is to conservatives as bogus was to 90s surfer dude stereotypes.
They are getting rid of the old school Americana vibe they had.
I don't get it because it's "old school Americana"^tm^. It's a fucking national company. If you really care about old school americana you would be visiting local diners that have been established for decades, not some incorporated theme park of a restaurant. I can't take anyone serious that's upset about this.
It’s all the kitschy stuff that gave it a sense if self and without that it’s a crappy chain diner.
IDK if anyone should be apoplectic over this but I get why some feel a loss due to this change.
I guess it's even weirder for me because this is the only kind of group that would complain about something like this with all of the people in the scene going crazy over it. If Hot-topic changed it's store appearance, I wouldn't expect to see NOFX coming out making statements. Some people might gripe for nostalgia but they're still selling the same shit and the corporate stores were never the actual true spirit of the scene.
I think some people look at their local chain diner the way some look at their local mom and pop restaurant and have nostalgic ties to that time/place. Not everyone lives in God’s Land, New Jersey, and has a plethora of actual diners to go to.
Suppose that could be the case. I live in an area which still has some mom and pop places (or at least are locally owned and operated) but that's being shortsighted in regards to the rest of the American states as I've traveled less in my older years.
Im obviously in God'sLand and have many local diners to choose from. As a kid in high school in the 90 my area larger cliques of kids formed based around which diner and 7-11 you hung out at.
If they had removed the old timer and the barrel but left the asymmetrical shape behind the text just as it was, then they might have been on to something.
I really like the geezer with his drum to be frank!
But does Frank know what the cracker did and what he put in that barrel?
I feel very opposite and really appreciate the minimalist in this case. I don't always, but I just don't think the old logo was aesthetically pleasing at all.
Logo matches the food now, it's perfect.
"Utter woke nonsense" - Some boomer