After 40 years of “Have It Your Way,” Burger King has changed its slogan.

At first glance, the move from “Have It” to “Be” seems fairly innocuous: it allows Burger King to go in a new direction, while still holding onto the brand equity from its old slogan. But it’s actually a substantial shift: away from the world of literal cheeseburgers (hold the pickles!) and into the more hazy realms of modern identity.

Affirm your unique individuality! Through our burger!

holding out judgment on this one.