AMFF Launches New Logo

AMFF Launches New Logo

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
Tel. +1 802-362-3300


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