AMFF

Branding

The American Museum of Fly Fishing wanted to stay true to its roots while reeling in a younger generation. The challenge: modernize the brand without losing its legacy. We created a bold new logo and design system that blends the core elements of fly fishing—water, fish, and fly—within a protective shield. It’s a symbol of both preservation and progress, honoring the museum’s role as a trusted educator and steward of the sport.