If you’re a reader, and even if you’re not, you likely are familiar with the little penguin in the orange oval on the spine of books. That little guy is named Alan, and he’s the logo and mascot of Penguin Random House. They’re a publishing company dedicated to igniting “a universal passion for reading” and providing their authors with “the greatest platform possible.” They are a major brand with a significant commitment to their authors and the communities they serve, and in 2026, they’re expanding.

In August of 2025 Cracker Barrel, a rustic, eclectic and homey chain restaurant serving American southern classics, rebranded for the first time ever. A week later they changed back to their original design. What went so wrong? Let’s take a look.