ðə bɹˈændz vˈɪʒuːəl tɹˈeɪdmɑːɹk wʌz fˈoʊɾəɡɹˌæfz ʌv tɹˈɑːpɪkəl fˈɪʃ, wɪð ɐ dˈɪfɹənt spˈiːsiːz ɐpˈɪɹɪŋ ɔnðə kˈʌvɚɹ ʌv ˈiːtʃ ˈɪʃuː.
The brand's visual trademark was photographs of tropical fish, with a different species appearing on the cover of each issue.