The Fishmongers’ Company

A Modern Brand with Traditional Values

Logo & Branding

Brand Guidelines


Social Media

The Fishmongers’ Company is one of the ‘great 12’ livery companies, steeped in history. It was established in 1272, the original purpose being to oversee the selling of fish in the City of London to ensure that ‘none but sound fish be offered’. Today the purpose of the organisation is to preserve and develop resources to make a difference; they find a way to be useful and relevant, building on their heritage and tradition. The company came to us for a brand refresh and a new website.

The rebrand had to be very carefully considered, ensuring we held on to the traditional values whilst making it relevant for modern day. The project involved:

  • Creating a new vector ‘full achievement’ (a display of all the heraldic components including the coat of arms)
  • Redesigning a logo for The Fishmongers’ Company and the charitable trusts
  • Designing a clear visual identity system and brand guidelines to be rolled out across items including stationery, powerpoint templates, roller banners and event invitations
  • Redesigning their website to be more user friendly and showcase their excellent charitable work.

“I am extremely proud of what the team has accomplished. Initially we set out to launch a new website but with Silverback’s guidance we quickly realised there was an opportunity to do far more. It was very important throughout the project not to ignore over 700 years of history; to maintain the heritage and tradition of the Company whilst making it relevant for today. The branding piece has exceeded our expectations and we are all excited about the the future for The Fishmongers’ Company and our charitable causes. Thank you Silverback! “

Gareth Coulthard

The Fishmongers’ Company

Mayfair Private Office

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