Long John Silver’s reveals new logo that focuses on its “best kept secret”

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Long John Silver’s has a new logo! Instead of their famous fish, it now features a chicken.

So, I saw that Captain D’s is doing a big rebrand. They revealed the new look on October 3rd, and honestly, it’s all about the chicken now! They’re really pushing their hand-battered chicken, and the new logo even features a stylized chicken to show everyone that they’re not *just* a seafood place anymore. It’s a big move to put that chicken front and center.

For years, customers have raved about our chicken, calling it a hidden gem,” explained marketing executive Christopher Caudill. “Our hand-battered chicken strips, called Chicken Planks, are just as delicious as our famous fish. We’re excited to finally share this with everyone!”

From fish to chicken

Long John Silver’s is rolling out a fresh look with a new logo and also testing some exciting new chicken dishes. These include Spicy Nashville Hot Chicken and wraps that combine seafood and chicken with their popular Crumblies and sauces, all wrapped in a warm tortilla.

According to Caudill, the brand has always focused on bringing the feeling of the coast to all customers, which is why seafood remains central to who they are. However, chicken has also been a long-standing favorite and will continue to be important, so they’re giving it more prominence in their branding, on the menu, and for diners.

Cracker Barrel recently dealt with a similar situation when they revealed a new logo that became a topic of political discussion online. The updated logo, a simpler version of their original design, received criticism from some customers who voiced their disapproval on social media.

It wasn’t long until they decided to revert the change and go back to the original logo, however.

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2025-10-10 23:18