JMC celebrates 35 years with new logo and website

Top French fly fishing brand JMC – part of the SERT SAS family – has launched a new logo and website to celebrate its 35 years in business.

The company says: “We wanted a more modern look that fully embraces the spirit of ‘outdoor’ sports where nature is the driving force behind the addiction and pleasure we derive from practising our passion. It represents fishing, water and wide-open spaces by combining the three ‘mythical’ letters from JMC.


New logo


“From 2025 all our new products will proudly bear this new logo.” JMC’s website has also been given a complete overhaul where its full line-up of own-brands and distributed brands are presented. “This site is an essential platform that represents the entire JMC universe, bringing together its equipment, brands, videos and articles.”



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