Long John Silver’s has rebranded its iconic logo, and it now features a chicken instead of the chain’s signature fish.
The Lexington-based seafood chain unveiled the refreshed design on Oct. 3, introducing a stylized chicken meant to highlight the company’s growing focus on non-seafood menu items. The update comes as part of a broader effort to put its hand-battered chicken offerings “front and center.”
“Guests have been telling us for years that our chicken is a best-kept secret,” said marketing executive Christopher Caudill. “Our hand-battered chicken strips—known as Chicken Planks—are every bit as crave-worthy as our legendary fish. It’s time we let that secret out.”
From fish to chicken
Alongside the new logo, Long John Silver’s has begun testing a range of new chicken-based menu items, including Spicy Nashville Hot Chicken and Seafood and Chicken Wraps featuring the brand’s signature Crumblies, sauces, and other ingredients in a warm tortilla.
“This brand was built on making the coastal experience accessible to everyone, so seafood will always be part of our DNA,” Caudill said. “But chicken is also part of our heritage—and a big part of our future—so it deserves its rightful place on our logo, our menu, and our guests’ tables.”
Cracker Barrel faced similar attention earlier this year after unveiling a new logo that sparked political debate online. The redesign, which simplified the restaurant’s longtime emblem, drew backlash from some customers who criticized the change on social media.
It wasn’t long until they decided to revert the change and go back to the original logo, however.
