Long John Silver’s replaces fish logo with chicken design in rebrand

Fast-food chain Long John Silver’s has unveiled a redesigned logo that replaces its signature fish design with a chicken as part of a larger effort to showcase its versatility and “spark conversation.”

The refreshed branding, introduced Oct. 3 across digital platforms, also features a new tagline of “CHICKEN + SEAFOOD,” according to a news release from the company.

“Guests have been telling us for years that our chicken is a best-kept secret,” Christopher Caudill, senior vice president of marketing and innovation at Long John Silver’s, said in a statement. “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.”

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The redesign follows “successful product testing” at the chain’s flagship restaurant in Louisville, Kentucky, that offered chicken in a range of new forms, as noted in the news release.

Fast-food chain Long John Silver’s has unveiled a redesigned logo that replaces its signature fish design with a chicken as part of a larger effort to showcase its versatility and “spark conversation.” (Long John Silver’s)

Chicken is also taking center stage in the chain’s $6 Basket lineup, which includes Chicken Planks, hand-battered fish, batter-dipped shrimp and grilled shrimp, according to Long John Silver’s.

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However, the fast-food chain insists that seafood remains central to its identity, with fan favorites like wild-caught Alaska fish, crab cakes, surf clams and grilled salmon remaining on the menu.

A Long John Silver’s is pictured here. The refreshed branding, introduced on Oct. 3 across digital platforms, also features a new tagline: “CHICKEN + SEAFOOD.” (Long John Silver’s)

“This brand was built on making the coastal experience accessible to everyone, so seafood will always be part of our DNA,” Caudill said in a statement. “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.”

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The update comes amid a wave of high-profile rebrands across the food industry. 

PepsiCo’s Lay’s recently announced the “largest brand redesign” in its nearly 100-year history, and Domino’s Pizza is undergoing its first rebrand in more than a decade. 

A Cracker Barrel restaurant in Sterling, Va., Aug. 26, 2025.  (Al Drago/Bloomberg via Getty Images / Getty Images)

Cracker Barrel is still recovering from backlash over its failed modernization attempt.  The move triggered intense backlash, a steep drop in stock value and an eventual reversal.

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Long John Silver’s did not immediately respond to FOX Business’ request for comment.