The New Long John Silver's Logo Left Me Thinking About More Than Chicken.

Long John Silver's is the latest to drop a bold move: replacing their classic fish symbol with a CHICKEN and adding a new tagline, "Chicken + Seafood".

According to their announcement, chicken has been one of their "best-kept-secrets" which explains why they want to bring it forward. The tagline makes it clear that they're more than fish but does that now push the fish to the backburner?

Long Johns is a place that reminds me of my dad. He ordered his fish every time and asked for a side of the "crispies"- those extra fried drippings no one should really needs, but he loved them. I can't think of Long John Silver's without thinking of him. For me, fish was always the main character, and chicken was just a side act. This new logo changes that.

There aren't many fast food fish places, which makes me wonder if they're giving up what made them stand out. You can get chicken just about anywhere. Is it the right choice? Time will tell. We all know how the logo change worked out for Cracker Barrel.

A logo change isn't just visual. It resets expectations, associations and emotional connections like mine with my dad. When you rebrand or update your logo, the choice is always a risk. It can be worth the gamble, but it should come from the right place.

Ask yourself what's changed about your business and why the update matters. Your story should guide your design decisions, not the other way around. Simplify where you can. Go for a cleaner look that removes clutter but not character.

And when you're ready to reveal it to the world, roll it out with intention. Tell people why. A thoughtful message helps customers understand the change and feel part of it, instead of being left to fill in the blanks.

If this has you rethinking your own logo, reach out. Sometimes, a small update can make a big impact.