Leo Gillick
The modernization of brands has made a conscious effort to introduce bland and unimaginative designs and aesthetics to everything from restaurants to office buildings. The days of grandeur and beauty seem to be over, replaced instead with dull, featureless alternatives.
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The McDonald’s 2006 restaurant rebrand was a big step in the boring direction. They called it sophisticated and neutral. But actually, it was just dull. Gone were the bright, family-friendly colors and eye-catching reds. Now, McDonald’s is grey, washed out, and corporate-looking.
With the latest Cracker Barrel modernization and rebrand, people have, once again, started talking about ugly progress. For the last couple of decades, brands and people alike have stripped away their once artistic identities for bland alternatives.
Throughout history, there have been huge developments in what companies choose to use for their branding. Even walking through a modern city like New York displays the many movements in identity for branding and fashion.
There are amazing examples of Brutalism with the Guggenheim. The New Amsterdam Theatre is a fantastic example of Art Nouveau. The Empire State Building is a monolith of Art Deco worship. Even in the short life of New York, identity has changed dramatically, but never been so incredibly dull.
Restaurant Chains Identity Death
Modernization, this time around, clearly isn’t being spearheaded by artists and innovators. The money men have forgotten that all they’re good at is financing. For something to be beautiful and eye-catching, art needs to be involved.
Why is this happening? pic.twitter.com/xnZJMX8P75
— Thrilla the Gorilla (@ThrillaRilla369) August 23, 2025
Artists have been gradually pushed to the side of late. Instead, things like restaurant rebrands are done by committees of businessmen. Rather than employ a creative, they do polls and questionnaires. The result is a rebrand with no bravery, inspiration, or individuality.
Like the Cracker Barrel or McDonald’s restaurant rebrand, their identity is stripped away in favor of something inoffensive and utterly soulless. Now, the internet is going through a mourning period. One person asked, “Why is this happening?” Another wrote, “Makes me so sad.”
In my opinion, businesses, such as restaurant chains, looking for a rebrand or change of identity, clearly aren’t employing the use of artistic people. Companies have forgotten the importance of art, favoring uniformity over creativity. The world is less colorful for it.
