"Given the current state of the world, the new identity feels warm and familiar," Douglas Sellers, executive creative director at global branding firm Siegel+Gale, which wasn't involved in Burger King's redesign, told CNN Business. He added that redesigned logo is "instantly recognizable anywhere in the world" and that the colors "evokes joy and warmth harkening back to their heritage."Perhaps the fresh design and familiarity could reignite diners' interest in Burger King. Owner Restaurant Brands International ( QSR ) said the burger chain has been struggling during the pandemic. In the three months that ended on September 30, sales at its restaurants open at least a year fell 7%. Meanwhile, sales at rivals McDonald's ( MCD ) and Wendy's ( WEN ) outpaced Burger King during the same quarter. Another part of Burger King's turnaround plan includes adding more value items, which it did last month with the launch of a new $1 menu.