The MSC Label

What is the logo?

The MSC then created the ecologo that we recognize as the blue fish logo seen on many store-bought seafood products. The logo uses visual rhetorical devices such as Aristotle's ethos, logos, and pathos appeals to persuade consumers to buy MSC products to help contribute to progress towards sustainable fishing practices. When consumers see the blue logo, they can be confident that the seafood is certified by the MSC Fisheries Standard. Sarah Hunt, the MSC Ecologo Licensing Manager, says, "The logo that represented the MSC needed to convey the ideas of approved', 'bold' and 'fresh'"("What's in a label," 2021). According to their website, the MSC label is necessary to combat the grave threats to the ocean’s ecosystems caused by overfishing.

Design Elements

The MSC logo designed its logo to influence environmentally conscious customers to buy MSC-approved products by using six key elements including:

• the phrase 'Certified sustainable seafood,’

• the letters MSC, the abbreviation of the Marine Stewardship Council,

• the MSC’s website address,

• the oval fish checkmark,

• the letters TM indicate that this label is a trademark,

• and the white outlines of the fish checkmark and the label itself.

Other than changing the format from horizontal to vertical, these features cannot be altered in any way to be considered the official MSC logo.