Long John Silver's was founded in Louisville, Kentucky as Long John Silver's Fish n' Chips on April 16, 1969. It would be headquartered in Lexington.
Long John Silver's Seafood Shoppes[]
1973–1983[]
SVG NEEDED
Designer:
Unknown
Typography:
Bookman Swash
Launched:
December 1973
This "Long John Silver's" wordmark was used internally as early as the chain's founding, however it did not appear on advertising until the full adoption of the "Seafood Shoppe" branding in 1973.
1983–1994[]
SVG NEEDED
Designer:
Unknown
Typography:
Baker Signet (modified)
Launched:
December 1983
This logo was trademarked in March 1983, but first seen in December of that year.
The "Seafood Shoppes" branding was fully dropped upon the chain's 1994 rebrand. This logo first appeared in late January 1994, though didn't make it to advertising until late April. Parent company Jerrico filed for bankruptcy in June 1998, and A&W Restaurants would acquire the chain in September 1999, forming Yorkshire Global Restaurants as a holding company.
2000–2011[]
Designer:
Unknown
Typography:
Custom
Launched:
November 1, 2000 (first use) January 1, 2001 (launch)
This logo debuted at the first co-branded Long John Silver's/A&W location in Paducah, Kentucky, which opened on November 1, 2000, and would expand to the entire chain's advertising at the beginning of 2001. After two years of marketing agreements and co-branded locations with KFC and Taco Bell, owner Yorkshire would merge with Tricon Global Restaurants to form Yum! Brands in 2002.
2011–2012[]
Designer:
Unknown
Typography:
Alternate Gothic Helvetica
Launched:
February 3, 2011
On February 3, 2011, Yum! Brands sold Long John Silver's to a group of franchise owners who launched a new logo and the "We Speak Fish" slogan.[2][3][4]
“What better way to signal change and the brand's bright future than through a new logo and message? Our new logo projects a bold and confident look, indicating a more contemporary Long John Silver's.”
— John Villanueva, Chief Marketing Officer, in a presentation video.
2012–2016[]
Designer:
Unknown
Typography:
Custom
Launched:
September 25, 2012
After barely a year and a half of use, the previous logo was abandoned in favor of a modern redux of the 2000 logo. The slogan is "That's What I Like".
A new Long John Silver's logo was unveiled to an audience of 400 attendees at its national convention in 2016, alongside the "True North" restaurant concept. [5] Their current slogan is "Fish Yeah!"
2025–present[]
Designer:
Lippincott (wordmark)
Typography:
Custom
Launched:
October 3, 2025
On October 3, 2025, Long John Silver's began rolling out a chicken version of their logo, complete with the tag "CHICKEN + SEAFOOD" as a way to bring more attention to their existing chicken menu offerings. However, they are still utilizing the original fish logo simultaneously.
Newer commercials also play on the last slogan as "Chick Yeah!".
