The BAP “star” logo for on-pack use, which recognizes product from associated or integrated facilities with a star-based ranking system.

Redesigned BAP Logo Unveiled As Part Of Rebranding Campaign

The Global Aquaculture Alliance has announced that its industry-leading third-party aquaculture certification program, Best Aquaculture Practices (BAP), has a new look. On July 25, GAA unveiled a redesigned BAP logo as part of a rebranding campaign that will officially roll out in October 2019.

Since its inception in 2002, BAP has evolved and grown tremendously, and the rebranding campaign acknowledges the program’s journey from an industry-facing solution to a publicly recognized brand. The centerpiece of the rebranding campaign is a new BAP logo that is more consumer friendly and displays more clearly on pack, in print and online. The refreshed BAP logo better speaks to the program’s goal of continuous improvement and the program’s connection to GAA, which underwent a rebrand in 2016 as the organization approached its 20th anniversary.

The BAP logo is free to use; there is no logo-licensing fee associated with BAP.

“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 recognized in global markets. 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,” said GAA CEO Andrew Mallison.

GAA CEO Andrew Mallison.

The new BAP logo has a horizontal parent version for improved readability and brand recognition and has an acronym version that is clearly visible on pack, in print and online. The new logo resembles an eye, which speaks to the program’s attention to detail in the standards-development and auditing process, and features a fish that points to the name and faces forward, recognizing that the program is on a path toward continuous improvement. Finally, there’s a subtle check mark embedded in the fish, signifying independent, third-party verification of the product.

In addition to the new logo, the rebranding campaign that’s launching in October will also feature a redesigned BAP website; a marketing toolkit for retailers and foodservice operators containing point-of-sale materials, photo and video assets, and more; a separate marketing toolkit for producers; resources and signage for business-to-business events; and consumer-facing messaging to tell the story of responsible aquaculture.

About Best Aquaculture Practices

Best Aquaculture Practices (BAP) is an international certification program based on achievable, science-based and continuously improved performance standards for the entire aquaculture supply chain that assure healthful foods produced through environmentally and socially responsible means. BAP certification is based on independent audits that evaluate compliance with the BAP standards developed by the Global Aquaculture Alliance.

Source: BAP

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