Old identity

New identity

The fast food seafood chain Long John Silvers is rolling out a new identity and logo in time for Lent at its 1,100 restaurants worldwide. Its new website will go live on February 14.

The new logo is cleaner, more modern, and loses some of the cartoonish personality of the old brand, using its traditional blue and yellow colors in a much less garish way. The effort seems to be toward upgrading the brand and customer experience, appropriate at a time when the chain and its sister brand, A&W restaurants, are up for sale by their parent company, Yum Brands.