Severn & Wye Smokery is embroiled in a design dispute over its logo, which features a silhouette of a fly fisherman. Despite having an official royal warrant from King Charles, the logo has drawn criticism for allegedly misleading customers about the source of their salmon. Critics claim that the design, paired with text suggesting the brand's location near celebrated salmon rivers, creates the impression that the fish is wild-caught. In reality, the smokery’s products come from farmed sources in Norway, Scotland, Iceland, or the Faroe Islands. Don Staniford from Scottish Salmon Watch has been vocal about the issue, stating that the logo misleads consumers into believing they are buying wild-caught salmon. He has filed complaints with several regulatory bodies, including the Advertising Standards Authority and Trading Standards. In response, Severn & Wye Smokery argues that the logo is based on a photograph of the owner's father and does not misrepresent the product. They emphasize that their labeling clearly states the farmed origin of their salmon, aiming to clarify any potential confusion. The situation highlights the complexities of logo design and consumer interpretation. Even with royal endorsement, the effectiveness of a logo can be compromised if it leads to misconceptions about a brand's offerings. As of now, it's uncertain what actions the regulatory authorities will take in response to the complaints.