Long John Silver’s has revealed a new logo and branding efforts, attempting to skew the public’s perception of their fast-food restaurants from a low-end picture to one of a more upscale establishment. The idea behind their new logo is an attempt at more contemporary and confident branding and permeating message that their restaurants exude an excellence in seafood. What do you think? Impressive new logo? Or not impressive enough? We have a video from John Villanueva, the brand’s Chief Marketing Officer, giving a rather awkwardly delivered description and recap of his restaurant’s new branding:

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Elie is a product of Orange County, CA. In early 2012, his dentist diagnosed him with 8 different cavities, three of which on the same tooth, as a result of his 23-year Sour Patch Kid addiction.