Saturday, February 19, 2011

New logo: Long John Silver's

On Thursday, February 10, 2011, the seafood restaurant chain Long John Silver's unveiled a new logo to be rolled out for lent. This comes with a new slogan: "We Speak Fish".

Previous logo.
The previous identity dates back to around 2001-2002, some time before or after the chain was bought by Yum! Brands, owners of KFC, Pizza Hut and Taco Bell. Many sources report that Yum! are trying to sell off Long John Silver's, which may be linked to this latest refresh.

So far LJS have posted two videos about the changes on their YouTube channel. In the first video, Chief Marketing Officer John Villanueva does some great teleprompter work when explaing the changes:
What better way to signal change and the brand's bright future than through a new logo and message? Our new logo projects a bold and confident look, indicating a more contemporary Long John Silver's.

Image and video hosting by TinyPic

The second video is a more traditional commercial. It ends with this the scene above with the restaurant manager and his employees.

A few more images of the new branding:

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

From the press release (archived):

Seafood Favorites at Long John Silver’s Just in Time for Lent

Leading into a time of year when seafood consumption increases, Long John Silver’s will let the nation know, “We Speak Fish,” imparting a new message to herald the brand’s evolution as a leader in quality seafood. Whether it’s a traditional seafood dish or a twist on the classics, Long John Silver’s offers the full seafood experience at a fraction of the cost during Lent and year-round.

From Feb. 28 through April 24, Long John Silver’s will spotlight some of the most popular seafood favorites through its Seafood Feast, featuring batter dipped pollock, lobster-stuffed crab cakes and butterfly shrimp for just $5.99. Seafood lovers will also enjoy contemporary hand-prepared entrees that are lower in calories and fat from the Freshside Grille menu, such as Pacific Grilled Salmon, Grilled Tilapia and Shrimp Scampi.

“As one of America’s most popular casual seafood restaurants, we are focused on offering our customers delicious, value-priced menu items during Lent and year-round,” said John Villanueva, Chief Marketing Officer for Long John Silver’s. “We invite everyone to celebrate this season at Long John Silver’s to enjoy all their seafood favorites, hand prepared with fresh ingredients every day – simple, easy and affordable.”

As part of the brand’s commitment to evolve for a new generation of seafood lovers, Long John Silver’s will unveil its new visual identity that embodies the brand’s future. Long John Silver’s new logo and new message, We Speak Fish, will be revealed this Lent in addition to many changes customers will see including a new website that launches February 14 and new merchandising and new promotional materials being phased in over the coming months.

“We are proud of Long John Silver’s rich history and the progress we have made over the last 40 years,” said Villanueva. “We look forward to elevating our menus, restaurants and overall dining experience in order to reach a new generation of seafood lovers.”

Business First

I originally wrote this post last weekend, but its publication kept being pushed back because of other logo news.

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