Derek Lardelli designs Sealord Group Ltd's new corporate logo. — 02.06.11

Sealord Group Ltd's new corporate logo and new brand is the culmination of over a year's work and consultation with employees and stakeholders and was developed by Laureate Derek Lardelli

Sealord Group Ltd's new corporate logo saw its first public outing at the annual Maori Fisheries Conference in Nelson.The new brand is the culmination of over a year's work and consultation with employees and stakeholders and was developed by Derek Lardelli (Laureate).

Speaking to conference delegates Sealord CEO Graham Stuart explained the corporate identify that has been developed is much more than just a new logo.

"Sealord's people have spent time developing our story - we have a proud history and we've been able to capture this and have a common understanding of yesterday, today and tomorrow.

"Sealord's new corporate identity reflects our values and our responsibility to the ocean that is so integral to our success," says Stuart.

The logo represents Sealord's affinity with the Tangata Whenua and with the seas that surround them. Elements include:

Moana Sea, ocean blue Paua Resilient and hardy Toropapa Sprit of adventure Koru Growth and prosperity Whatu o Tangaroa Eye of Sealord Kotaratara Structured and organised

The finalised logo, which will be rolled out over time on all packaging, stationery, signage and vessels, was introduced to Sealord people at the beginning of May and a new look website goes live at the beginning of June