A fish smokery that holds an official royal warrant from King Charles III has found itself embroiled in a heated logo dispute, with critics alleging that its branding misleads customers about the origin of its products. The controversy surrounding Severn & Wye Smokery demonstrates that even royal endorsement cannot shield a company from design-related criticism when the visual messaging is perceived as deceptive.
The disputed logo features a simple silhouette of a fly fisherman casting a line, positioned alongside the official royal warrant emblem. The minimalist design creates a luxurious aesthetic befitting its royal connection, accompanied by text describing how "Severn & Wye Smokery is situated on the edge of the Royal Forest of Dean between two of England's most celebrated salmon rivers. It is here that we practice the old-fashioned art of smoking only the highest quality fish and meat."
The criticism centers on claims that the combination of the fly-fishing imagery and accompanying text could mislead consumers into believing they are purchasing wild-caught salmon from local rivers, rather than farmed fish. Don Staniford, director of the campaign group Scottish Salmon Watch, has been particularly vocal in his opposition to the branding approach.
Staniford filed formal complaints with multiple regulatory bodies, including Trading Standards, the Advertising Standards Authority, and the Competition and Markets Authority. In his complaints to the advertising watchdog, he argued that the logo and accompanying text were "likely to mislead consumers into thinking their salmon is wild-caught from the Rivers Severn or Wye," creating what he described as "a strong impression of wild provenance and traditional river fishing, which is not the case."
Severn & Wye Smokery has strongly defended its branding choices in response to the allegations. Speaking to The Times, company representatives explained that "the logo, which is a silhouette of the owner's father based on a photo taken of him fly-fishing, is not likely to mislead in the manner suggested." The company emphasized the personal significance of the imagery, noting its connection to the owner's family history.
The smokery also pointed to its product labeling practices as evidence that customers are not being misled. The company noted that its packaging clearly states that the salmon is "farmed in Norway, Scotland, Iceland or Faroe Islands," arguing that this transparency means "the consumer is in no doubt that the salmon has been farmed and therefore cannot have been misled as to the source of the actual fish."
This controversy highlights broader questions about how literally consumers interpret logo design and the responsibility of companies to ensure their visual branding accurately represents their products. While effective logos are typically simple and concise, this case demonstrates how stripped-back designs can sometimes become problematic when they create unintended associations or implications about product origins.
As of now, it remains unclear whether the regulatory bodies will take further action regarding Staniford's complaints or whether Severn & Wye Smokery will face any requirements to modify its branding. The dispute serves as a cautionary tale for businesses about the potential legal and reputational risks associated with logo designs that could be interpreted as misleading, regardless of the company's actual intentions or the presence of clear product labeling.
