Pescanova is a Spanish seafood company founded in Vigo in 1960, known for frozen fish and seafood products sold in dozens of countries worldwide [1]. Its visual identity is built around a red wordmark in capital letters, a scheme the company has deliberately preserved through its only major logo change to date.
Design and History
From its founding in 1960 until 2017, Pescanova used a logo that paired its name with a flag-fish symbol and a small hook that formed the letter “P” [2]. On 9 February 2017, the company presented a new visual identity, marking the first logo redesign in its nearly 60-year history [3]. The redesign was handled by Madrid-based agency La Cía Branding & Packaging, while the corporate identity for the parent Grupo Nueva Pescanova was created by the Vigo studio Desoños [2].
The new logo kept the red colour and capital letters of the previous mark, evolving the brand while respecting its essence and its position in consumer memory [4]. The company said the redesign was inspired by the freshness of marine environments and the dynamism of flags waving in the wind [4]. The new logo was introduced progressively on product packaging worldwide in the months following the announcement [3].
Meaning and Symbolism
In the redesigned mark, the initial “P” became larger and more geometric, gaining volume by simulating a fold in its upper-left corner that forms the shape of a fish [5]. This fish motif was intended to evoke the essence of the company as a multinational specialising in the capture, farming, production and commercialisation of seafood products [4]. The company stated the new identity was designed to transmit emotion, movement, freshness and modernity [6].
Typography and Design
The 2017 redesign retained the red colour and uppercase lettering of the previous logo [3]. The typography was described as using sober, geometric lines [5]. In the wordmark, the two letters “a” were modified with a typeface created specifically for the company [5]. For the corporate identity of Grupo Nueva Pescanova, the words “Grupo” and “Nueva” appeared in a brighter blue tone, while “Pescanova” remained highlighted in red [5].
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