King Arthur Flour’s rebrand emphasizes commitment to baking

King Arthur Flour is taking on a new name.

As part of a rebrand, the Norwich, Vt.-based company is now King Arthur Baking Co.

In addition to taking on a new name, the brand is unveiling a new logo, which features a wheat crown and celebrates its commitment to baking, the company said.

“King Arthur has always been a baking company at heart. The rebrand reaffirms our belief in the power of baking, and our commitment to inspiring bakers through every single touchpoint including our teaching and our products,” Karen Colberg, King Arthur Baking Co.'s co-CEO said. “Our mission is rooted in building stronger communities, fostering the connections that come from baking and sharing.  The new positioning as a baking company will enable us to continue to grow and welcome all bakers, from passionate life-long bakers to beginners.”

The rebrand is a product of 18-month brand research and creative strategy process that centered on its commitment to sharing the love and joy of baking, the company said.

“We set out to design a logo that's equal parts premium, authentic, and joyful to reflect the essence of the brand and strengthen the emotional connection bakers have with us. The logo, combined with our name change, harnesses who we are. We are bakers and we revel in the joy of baking,” Ruth Perkins, senior creative director at King Arthur Baking Co. said.