Seafood restaurant chain Long John Silver's is announcing a new look that puts chicken front and center.

The company revealed a redesigned logo that swaps its signature fish illustration for a stylized chicken, accompanied by a new "CHICKEN + SEAFOOD" lock-up. The refreshed design is being rolled out across digital platforms will be further cemented with the unveiling of a new chicken icon wrap on the Long John Silver's Front Row Motorsports car during the South Point 400.

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

The move builds on successful product testing at the brand's new flagship location in Louisville, Ky., that featured chicken in a variety of flavors and forms. From spicy Nashville Hot Chicken and Seafood to Chicken Wraps with Long John Silver's signature Crumblies, sauces and other ingredients in a tortilla, the brand said feedback has been overwhelmingly positive, with customers saying the items outshine similar items at competing restaurants.

Alongside testing new products, the brand is currently spotlighting chicken as part of its $6 Basket lineup, featuring four basket options: tender Chicken Planks, hand-battered fish, batter-dipped shrimp or grilled shrimp.

And while chicken is stepping into the spotlight, Long John Silver's emphasizes that seafood remains a cornerstone of the brand.

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

The updated logo and campaign are designed to highlight the brand's versatility in a fast-growing chicken category and to spark conversation.

Source: Long John Silver's