Long John Silver's Bold New Brand Identity Highlights Chicken Over Seafood
Long John Silver's Makes a Splash with New Chicken-Centric Brand Identity
Long John Silver's, the beloved chain renowned for its hand-battered fish and shrimp, has embarked on an exciting transformation that brings chicken into the spotlight. Announced on October 3, 2025, the brand is reintroducing itself with a fresh logo that encourages diners to embrace its delicious chicken offerings, without losing sight of its seafood heritage.
A Bold New Look
The rebranding features a new logo in which the traditional fish illustration has been replaced by a stylized chicken emblem. This change is part of the brand's strategic shift to highlight its chicken options alongside its well-loved seafood items. The new slogan, “CHICKEN + SEAFOOD,” reinforces this dual offering and symbolizes Long John Silver's commitment to bringing high-quality food to its customers.
Christopher Caudill, the Senior Vice President of Marketing and Innovation, expressed the brand's desire to shed light on the chicken offerings that have been considered a
Topics Consumer Products & Retail）
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