GSA Completes Rebranding Initiative with Unveiling of New Brand Identity

Global Seafood Alliance logo The Global Seafood Alliance revealed on Sept. 13 that it has completed the rebranding initiative that kicked off in April when the nonprofit organization’s name officially changed.

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 highlight of today’s announcement is the unveiling of 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 ( 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 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. “Thank you to our supporters for helping to see us through this transition.”

“While the rebranding initiative is a rewarding accomplishment for our organization, we still have a lot of work ahead of us as we embrace this unique opportunity to work across both farmed and wild-capture seafood, helping to ensure that responsible practices are applied throughout the seafood supply chain,” added GSA COO Brian Perkins, who joined GSA from the Marine Stewardship Council in March to help guide the organization through the transition and into the future.

Click here to read a letter about the rebranding initiative from GSA Founder and President George Chamberlain to GSA individual and corporate members.

About Global Seafood Alliance
The Global Seafood Alliance is an international, nonprofit trade association dedicated to advancing responsible seafood practices through education, advocacy and third-party assurances. Through the development of its Best Aquaculture Practices and Best Seafood Practices certification programs, GSA has become the leading provider of assurances for seafood globally. The organization’s work addresses the full spectrum of responsibility, from environmental responsibility and social accountability to food safety. Established in 1997 as the Global Aquaculture Alliance, GSA is headquartered in Portsmouth, N.H., USA. To learn more, visit