“…At the forefront is a new logo set in Hoefler & Frere-Jones’ popular Archer typeface. As for Mr. Quaker, he finds a new home inside the letter Q—grinning as you chomp down on a “wholesome” Dark-Chocolate-Mocha-Hazelnut-Café-Square granola bar. Perhaps it’s a result of the new, lighter design (hooray for losing the multiple gradients, shadows, and gold embossing), but the chubby Quaker Man looks out of place here…”
—via “Quaker loves life with Archer” article by Idsgn
We recommend reading the full post by Idsgn which discusses the evolution of the Quaker Oats logo throughout its long history, pointing out a Saul Bass design from the early 1970s.