Rebranding AMFF: Water + Fish + Fly

Change is hard for some, impossible for others and challenging for most – yet it remains the ever present ingredient in every aspect of our lives.

When I think about the commonalities we all share, I find myself recalling Norman Maclean’s brilliance, “Eventually, all things merge into one, and a river runs through it.”

It was almost a year ago when we began to explore the possibility of a new brand identity for the museum. What we shared was a desire to give the museum a fresh visual mark that would preserve its history and position it for the future, where we differed was on what that could look like. Eventually though, we found that with a shared passion and extensive consideration, all our thoughts, feedback and conversations merged into one – and while rare, when this happens, the results feel as they should – perfect.

Learn More About the Logo Change on the Blog

American Museum of Fly Fishing
4070 Main Street
Manchester, Vermont 05254
USA
Tel. +1 802-362-3300
E-mail: amff@amff.org

Also look at:
https://flyfishing-blog.com/flyfishing-blog.com/2022/08/06/amff-fishing-the-collection-season-1-episode-2/
https://flyfishing-blog.com/flyfishing-blog.com/2022/07/23/amff-introducing-fishing-the-collection/
https://flyfishing-blog.com/flyfishing-blog.com/2022/07/19/amff-returns-to-new-york-city-for-the-heritage-award-honoring-a-river-runs-through-it-on-november-3-2022/