For the first time in more than 20 years, Burger King announced a brand-new logo, along with new packaging, uniforms, and signage. But Burger King isn’t the only big company unveiling a fresh new look this year. Other companies have already done the same. General Motors announced a new logo that highlights its commitment to electric vehicles. Kia is celebrating its best retail sales year ever in 2020—with a new logo. Pfizer, which created one of the COVID-19 vaccines with BioNTech, also did its most significant brand refresh in about 70 years. As we start to see the light at the end of the pandemic, it’s likely that more companies will look to rebrand: acknowledging all of the damage that COVID-19 has caused and repositioning their brand for the post-pandemic future. But it’s important to be strategic about these moves and embrace a paradox of fresh and familiar in order to ensure the rebrand doesn’t further alienate customers. Read more at Fast Company.