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Global Seafood Alliance unveils new brand identity

Tuesday, September 14, 2021

The Global Seafood Alliance completed the rebranding initiative that kicked off in April when Global Seafood Assurances merged with the Global Aquaculture Alliance and the non-profit organization’s name officially changed to the Global Seafood Alliance (GSA).

The rebrand reflects GSA’s budding involvement in wild-capture fisheries through the introduction in June of Best Seafood Practices (BSP), the world’s only third-party certification program capable of providing credible third-party assurances linking responsible wild-capture fisheries to Responsible Fishing Vessel Standard (RFVS)-certified vessels and Seafood Processing Plant Standard (SPS)-certified facilities through the Chain of Custody (CoC) Standard.

The Global Seafood Alliance unveiled a new GSA brand identity. The new GSA logo adopts the icon and font of the familiar BAP logo, which underwent a rebranding initiative itself in 2019 while providing brand continuity throughout the organization. Unveiled in June, the BSP logo also inherited the icon and font of the established BAP logo.

In addition to the new GSA logo, the GSA website has been redesigned, featuring a new URL (www.globalseafood.org). GAA members and endorsers and customers of the BAP and BSP third-party certification programs are encouraged to visit the new rebranding toolkit to download the new GSA logo and other rebrand assets and share the new 30-second rebranding video on social media. There is also a new video featuring GSA CEO Wally Stevens and GSA COO Brian Perkins.

The journey toward GSA began in 2018 with the formation of Global Seafood Assurances to address gaps in certification in the wild seafood supply chain. Since then, SPS has been updated to include processing plants that handle wild seafood, and RFVS has been acquired from the United Kingdom’s Sea Fish Industry Authority (Seafish), internationalized and put to market.

“Since 2018, we’ve been working diligently to establish an umbrella under which credible third-party assurances for both aquaculture and wild-capture fisheries can be linked. The completion of the rebranding initiative and the transition from the Global Aquaculture Alliance to the Global Seafood Alliance is a major step forward in our journey, as we continue to fulfill our vision of a world that embraces the role of responsible seafood in meeting global nutrition needs,” said GSA CEO, Wally Stevens. 

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