Santa Monica Seafood rebranding effort begins with new logo

Santa Monica Seafood has initiated an overhaul of its corporate brand identity with the introduction of a new logo design.

The rebranding will also include updated packaging, a new website, and other changes designed to adapt to changing market demands, according to Santa Monica Seafood Board Chairman and Executive Vice President Michael Cigliano.

“Santa Monica Seafood will not rest on its laurels,” Cigliano said. “Our new brand identity will better communicate to our customers and the seafood industry as a whole that while we honor our history and tradition, we are growing and changing to fit the current demands of the markets we serve, as well as the high standards of our customers.”

Rancho Dominguez, California, U.S.A.-based Santa Monica Seafood is an independent seafood distributor with a reach through the U.S. Southwest. President and CEO Roger O’Brien said the planned changes come as the company is evolving its offerings and expanding its nationwide presence. Its most recent acquisition, Seattle Fish Company of New Mexico, was completed in March 2018 and O’Brien told SeafoodSource in February 2019 that he hopes to grow the company into a USD 1 billion (EUR 877 million) entity with a presence in 40-plus U.S. states.

“While our name remains the same, our logo and website will change to significantly better represent who Santa Monica Seafood is now, and what we bring in exceptional value for our customers,” Roger O’Brien said. “Our brand identity reflects quality, reliability and fun – adjectives we use to describe our customer experience as well as our image.”

The new logo incorporates some elements of the company’s former logo, but upgrades it to include “contemporary colors and a visually impactful font.”

“The imagery and layout were crafted to represent the four cornerstones on which the organization was built: quality, integrity, reliability, and service,” the company said in a press release. “These principles are underscored by what makes Santa Monica Seafood stand out. “

The changes “are designed to communicate company culture and the many initiatives in the areas of food safety, sustainability, and new technology that Santa Monica Seafood is engaged in to remain an industry leader,” the company said.


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