As part of a rebranding campaign that will roll out in October, the Global Aquaculture Alliance (GAA) has unveiled a redesigned logo for its certification programme, Best Aquaculture Practices (BAP).
BAP originated in 2002 and the rebranding acknowledges the programme's journey from industry-facing solution to publicly recognised brand. The new logo displays more clearly on pack, in print and online and highlights better the programme’s connection to GAA, which underwent its own rebrand in 2016.
“We make the BAP logo available to certified partners free of charge and want to make sure that the logo is attractive, meaningful and easily recognised in global markets," explained GAA's chief executive, Andrew Mallison. "This redesign has incorporated feedback from our partners and clearly links to the assurances on the environment, social, animal welfare and food safety provided by the BAP program.”
The new BAP logo has a horizontal parent version for improved readability and brand recognition and an acronym version that is clearly visible on pack, in print and online. The BAP star logo for on-pack use, which recognises product from associated or integrated facilities with a star-based ranking system, also received a makeover.
In addition to the new logo, the rebranding campaign will also feature a redesigned BAP website, marketing toolkit for producers, retailers and foodservice operators, photo and video assets and signage for events.
The new logo is free to use and available now. To mitigate any inconvenience brought about by the logo change-over, BAP partners have until 1 October 2020, to make the full switch and avoid any unnecessary costs.
