I don't know about the "fresh" part...seems they keep coming out with a different design every couple of years now...it gets confusing..they used the one design for decades and it came to an expectation...THIS is a McDonalds...same with most of the other fast-food outlets...they had distinctive building designs that wee an integral part of the brand...now, not so much.

That said, I don't object to this design that much but it could have been so much better...we have seen many examples of it, Steve even did a recent article on it.