Shopping at Publix just now I noticed that King Arthur Flour, perhaps the most medievalist company in the United States,* has gotten a little less medieval. Here is what their logo looked like until July:

prweb.com

And here’s what it looks like now:

An article in Adweek (which features some great animation) indicates that the makeover is, in part:

“The image of a white knight astride a horse felt very masculine, European and old fashioned. Though intended to symbolize King Arthur, the figure actually felt more like a medieval crusader… The cross on the flag further emphasized this religious crusader symbol and would alienate many consumers.” In contrast, the new brand removes hints of militarism or religious affiliation, while retaining the connection to the company’s heritage and the name King Arthur.

Be that as it may, it’s a shame that they couldn’t have found something a little more Arthurian – a sword in the stone, a Round Table, or the Holy Grail all come to mind…

UPDATE: From Theresa Rupp at the Scholarly Dilettante: “The Flour of Chivalry: King Arthur Flour and American Medievalism”

* As it happens Canada also has a medievalist brand of flour:

Wikipedia.

I assume that Robin Hood’s redistributive economic policies will ensure that his image does not go the way of King Arthur’s.