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 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.