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Idealog—in the ideas business

From the watery depths arises a new Sealord logo

There’s something about logos that seems to spike people’s interest. The new Z Energy logo is testament to that and now it’s the turn of Sealord to show off its new corporate identity, unveiling it at the annual Maori Fisheries Conference in Nelson on Monday. 

Like the Z Energy logo, Sealord also utlisied its staff base and focus groups to hone in on the finalised version. Sealord communications manager Alison Sykora says there was “lots of consultation” carried out around focus groups, which were comprised of staff and stakeholders. Maori artist Derek Lardelli developed ideas from the feedback and responded with some visual briefs, which were then opened up to further feedback, including that from Sealord chief executive Graham Stuart. The whole process took over a year, and Sealord says the end result is much more than just a new logo. 

“Sealord’s people have spent time developing our story—we have a proud history and we’ve been able to capture this and have a common understanding of yesterday, today and tomorrow,” says Stuart. 

“Sealord’s new corporate identity reflects our values and our responsibility to the ocean that is so integral to our success.” 

The new logo...

...versus the old

Although Sealord is a 50/50 venture between Aotearoa Fisheries Ltd and Japanese fishing company Nissui, the new logo is 100 percent Kiwi in its look, something Sealord communications manager Alison Sykora says is intentional. 

“The intent is to reflect New Zealand as we are predominantly a New Zealand company.”

Sealord says the logo represents the company’s affinity with the Tangata Whenua and with the seas that surround them. Elements include: 

  • Moana: Sea, ocean blue
  • Paua: Resilient and hardy
  • Toropapa: Sprit of adventure
  • Koru: Growth and prosperity
  • Whatu o Tangaroa: Eye of Sealord
  • Kotaratara: Structured and organised 

With $500 million worth of seafood delivered to over 30 countries per year, the new corporate identity will be gradually rolled out across Sealord’s range of packaging, stationery, signage and vessels, with a new website going live in June. 

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Rubbish. There is some pretty marginal stuff going on in this country at them moment.

Terrible revision. The typeface is far too stretched, looks like it might have been Akzidenz once, but now who would know? The logo will never translate well on a small tuna can either. Sealord should put money into making their fisheries more sustainable, not going backwards with their brand.

Agree with you Sam. Sure the reasoning has lots of meaning but the key to a strong visual identity is simplicity. This new logo isnt and will be difficult to apply faithfully.

Nah, not necessarily. Coca-Cola, Starbucks, GE - none of these are simple logos and they're among the best in the world.
I like it

I really like the rebrand, I think that it is accessible on different levels of detail. I don't believe it matters that some of the details will be lost in a smaller scale. I think it gives the logo some depth and personality.
The possible printing effects are exciting, can't wait to see this in use!

Yet another dreadful rebrand. It falls short in so many ways I don't know where to start. Quite simply it looks like a souvenir shop. They might as well have tied a buzzy bee to it and be done. This is the danger of putting too much stock in focus groups.

This coming from a font freak…the type they've used is nothing short of HORRENDOUS. It doesn't even align properly with the logo.

Ach well, another workmanlike but decent enough logo 'updated' in favour of lame-o depth effects. Aren't computers great!

Well the committee's done its work again… looks to me to be a little too much 'consultation' has gone on here. 'Making it accessible' from every angle suggests compromise. Yes, Sealord could look more sustainable, and reflect a more indigenous heritage. I applaud them in trying to find the right provenance for the artwork (Derek is a Moko artist of some mana), but this rendition doesn't have enough professional rigour. It's overly complex and the typography isn't well considered – looks like someone has done a bad job of stroking ITC Blair. It also bears no consideration for effective use in product packaging. The old mark is extremely robust in this sense. It would work well as a high school dragon-boating team logo however.

ouch that's going to reproduce terribly at small scale. as above, a fully serviceable logo reamed openly by the 'design by committee' process. Don't get me wrong, it's nice enough.. for a CD cover but corporate logo - we can do better NZ. (and letting every man and his dog put in their less than expert 2c isn't the way to do it).

How are they going to get around the use of the paua picture which I take it is non-vector in the backgound when working on large scale stuff ??

Anyone know what typeface that is?
ITC Blair? Copperplate?
Designed by committee, disliked by committee.

Yuk, yuk and double yuk. Looks like a throw back similar to the tacky Tip Top ice cream branding (obviously aimed at a foreign market). Instead of spending $$$ rebranding how about putting your money where your mouth is Sealord and stop supporting FAD fishing practices.

Client wanted to 'pack' a lot of ideas into the logo. This kind of energy should have been redirected to other projects to simplify the logo.

Instead of spending incredible amounts of money on changing your logo, use the money to change the way you fish. Become more sustainable and remove FAD's!

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